Your Meal, Your Rules

Ever thought about creating your own dish with unexpected combinations like parmigiana shepherd's pie or a vegan moqueca sandwich? That was the bold idea behind the “Your Meal, Your Rules” campaign, launched by PEPSI at the Pirajá restaurant in São Paulo.

The activation invited customers to choose ingredients on a tablet and, with a simple voice command, generate an image of the dish using Artificial Intelligence. This AI-generated image was sent straight to the kitchen, where chefs took on the challenge of turning it into a real meal.

Webcore was responsible for developing the AI technology that enabled the automatic generation of dish images based on the personalized combinations chosen by consumers. The AI was trained to understand how the restaurant’s dishes are prepared and to recreate authentic meals that reflect Pirajá’s unique culinary identity.

The campaign, created by Bakery by Ampfy, reinforces PEPSI’s brand positioning by promoting authentic choices and innovative experiences.