In celebration of Ramadan and as part of its commitment to supporting the community, PepsiCo has launched its Ataa “Yalla Give Now" campaign that allows participants to write a personalized happy message online and choose a free gift to go with it, to be sent to a child in need in the spirit of goodness and generosity during the Holy Month.
Commenting on the campaign, Thamer Temairik, Pepsi-Cola Marketing Director for GCC Beverages, PepsiCo Middle East & Africa Region said: “The Ataa campaign is part of PepsiCo’s efforts to revive the spirit of Ramadan, which stems from our deep belief in the values of social solidarity and the important contribution of national companies in the process of social development."
The Ataa campaign is being implemented through social media channels. PepsiCo will purchase toys for boys and girls and paste photos of these toys on Facebook  and the campaign microsite (www.yallana3ti.com ).
Anyone wishing to participate in the campaign can go online and click on the toy they would like to send to a child. This is entirely free – there is no charge to pay for the toy.
Next, an empty message box will pop up in which to write a greeting or message to make the child happy. The message will automatically go to PepsiCo where it is printed out and placed in a gift box along with the selected toy.
Towards the end of Ramadan the gift boxes will be sent to charity organizations for distribution to the children with the participation of PepsiCo employees and socially known figures.
This year’s “Yalla Give Now " campaign follows on from the company’s social responsibility initiative in Ramadan 2012 when PepsiCo donated one million Saudi Riyals to Albir and Ensan to buy Eidia gift items and clothes for distribution to orphans during Eid al-Fitr.
In the previous year, 2011, PepsiCo launched an integrated social responsibility campaign in partnership with the World Assembly of Muslim Youth (WAMY) with the objective of establishing a national presence in the humanitarian field as confirmation of its commitment to provide assistance and support for all sectors of society.
As part of this 2011 campaign in partnership with WAMY, PepsiCo provided material aid that included food, beverages and household appliances for many families in need, some of which were affected by the floods that hit Jeddah.
The social initiatives undertaken by PepsiCo represent its desire to contribute to the Kingdom’s social development within the local religious and cultural framework.