Lays heart work campaign thanked the tough workers through covid and generated funds through artwork

A special campaign, not to promote the sales of a company, get engagement, or promote sales… but simply to say thank you. Pepsico India’s Lay's thank-you campaign called #Heartwork was launched in June 2020, to thank and recognise the efforts of farmers, factory workers, truck drivers, distributors, sales force, retailers, and delivery executives during the first wave of COVID-19.



Explaining the idea behind the special ode, Dilen Gandhi, Senior Director and Category Head – Foods, PepsiCo India said, “Every step of the journey from farm to finger is filled with countless stories of people who face tough challenges but overcome them with dedicated efforts and with a smile on their face. They might be working behind the scenes, but they are the real heroes of the story. With the #HEARTWORK campaign, we want to extend our sincere gratitude & appreciation to each one of them. It is thanks to their efforts that LAY’S is able to bring joy to millions of consumers in India.”



This is a perfect example of #CauseMarketing that many companies should follow to boost their corporate social responsibility. Our team leveraged the power of this social media influencers and brought to life ‘Artwork for Heartwork’ to build a bridge from creative visualization to encourage action for a cause. ‘Artwork for Heartwork’ brought together over 100 India’s leading artists and 10 celebrities to fundraise for procuring hygiene kits for the numerous unsung heroes. As part of this initiative, brand LAY’S has made virtual packs showing the best paintings from the Artwork for Heartwork campaign. Moreover, the company thanked over 24,000 farmers, 4300 factory workers, 2400 distributors, 6.5 lakh retailers, and 5000 sales staff, who were proudly delivering joy across India, every day.


Other than boosting the corporate social responsibility, cause marketing also includes the following benefits (reasons why other companies should DEFINITELY consider it)


  1. Increase Brand Loyalty among customers & employees

  2. It boosts the morale of employees & allows them to look at the company positively

  3. It’s a perfect add-on to your corporate purpose

  4. Generates goodwill in the market

  5. Company builds trusting relationships with customers and stakeholders

  6. Company stands out from its competitors & attracts positive PR


If your business is ready to create value strategically, then Sustainfiy can support you. We will develop a customized plan and empower your team to take continued action inside and outside your organization. Bringing you into a new, pioneering space as the industry innovators. We provide services that rely on our expansive network of social influencers and access to the top minds in sustainability, that cater to your short-term and long-term needs.


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