Transform Your Patch is a simple, unique, cross-channel idea that turned soft drinks purchases (every single one of them) directly into the regeneration of local outdoor spaces across every region of the UK in 2012.

In doing so, despite being out-spent by 20-1, PepsiCo/Britvic stole market-share from Coca-Cola in their biggest ever Olympic-sponsoring year.

A patch of grass, precisely 1cm2 in size, was printed on the label of each and every participating brand (12 in total). Each printed patch represented a real, tangible, 1cm2 patch of land in local communities that was directly regenerated into either football pitches, skate-parks, playgrounds or picnic parks (each participating brand supporting projects most relevant to its target audience).

Just by buying a pack, a 1cm2 patch of land was automatically re-generated; but consumers could do more. Millions did. From nominating projects, volunteering to help, promoting causes, or helping fuel conversations.

Transform Your Patch ran for nine months throughout 2012. Every pack (2.5 bn in total) carried the 1cm2 patch throughout the period.

Launching with a four-week burst on TV; supported by local press and radio, a joint partnership with the UK’s no.1 newspaper 'The Sun', celebrity endorsement (each UK celebrity championing one of the four respective regeneration projects).

The campaign was executed in-store across the UK’s top four grocery retailers, reflecting and aligning with their own 2012 CSR initiatives as well as independent and local retailers. Online – running for a nine month period, tracking and communicating weekly project progress and engaging over 3 million UK consumers.

UK Charity, Groundwork were engaged throughout to help and assist in engaging local authorities across the UK to maximise the impact of projects for the direct benefit of the families and young people in local communities who needed them most.

Transform Your Patch has succeeded on multiple levels across brand; commercial and consumer engagement.

• Record-breaking sustained awareness 46% vs. 25% category norm.

• Heightened brand appeal 75% vs. 65% Britvic category norm.

• Purchase intent (best ever PepsiCo UK) 21% vs. 10% category norm.

• Facebook engagement 25% vs. 3% FMCG industry norm.

• Volume increase 9.5% (vs. 4.6% target).

• Value increase 3.8% (vs. 1.3% target).

• ROI £3 incremental inc. per £1 spend.

• Feature & display (grocery retail) Up 18%.

• Market share 2.3% increase (in grocery channels during the Olympics).

1.6% total overall market share increase in 2012

• And over 200 Local community projects completed to date – across all UK regions (not just London!)