CTV lends media might to PepsiCo’s Refresh Project

The network has expanded its support of the campaign with a series of new commercials featuring grant winners.

PepsiCo’s Pepsi Refresh Project has received another major media boost from CTV with the announcement that the network is now on board with main-network support for the campaign.

The network is assisting PepsiCo by offering production support in different Canadian cities for the creation of commercials featuring the grant winners, and will be promoting the campaign with editorial in its local news shows. Earlier this fall, CTV announced support for the project through a TSN/CFL partnership. The inventory has been purchased by PepsiCo.

The Pepsi Refresh Project is a CSR campaign that is giving away $1 million in grants for community-based improvement projects based on user-generated proposals.

The network has so far shot two 30-second spots featuring two of the winners from the first cycle of grants. The ads began airing this weekend on MuchMusic, MTV, The Comedy Network, Space and CTV.

The partnership presents an opportunity for the mediaco to connect with communities across the country and feature feel-good stories, Mary Kreuk, VP, marketing, CTV, tells MiC. ‘Community is so important, and making a difference is important, so we love to partner with advertisers that are doing that.’

Ads for the Refresh program had already been running on TSN as part of the CFL challenge, which has eight CFL players (one from each team) competing for $50,000 for a project in each team’s community. The CFL contest runs until the Grey Cup on Nov. 28.

Launched this spring, the Pepsi Refresh Project runs through six cycles, giving grants to the top 10 ideas every second month, as voted on by visitors to the project’s microsite.