how we convinced ukrainians that
bolt food delivers the tastiest bites in the city

Bolt Food entered the Ukrainian market in 2020 and had been steadily “biting off” its share through organic growth. But with the rapid evolution of the food delivery industry, the brand needed to stand out with a clear differentiation and build stronger brand equity to stay ahead.

SITUATION

The typical benefits everyone in the category talks about — speed, price, and variety — are all valid, but also painfully generic and uninspiring. These rational advantages simply weren’t enough to spark real connection or preference.

Our strategy team dug deep. We talked to real users — people who order food regularly — and found one core truth:
None of it matters if the food isn’t tasty.
For the average customer, delivery and flavor are part of the same, indivisible experience. Everything needs to feel right — from the moment you order to the moment you take your first bite.

INSIGHT

We decided to focus on the couriers — the real faces of the brand, present at every single customer interaction. This approach not only aligned with our communication goals but also helped build a human, relatable image of the brand.

STRATEGY

In brainstorms, we uncovered the most appetizing behavioral insight:
When food is delicious, you don’t wait or admire it — you just eat.
You chew, you mumble, you might even talk with your mouth full.
So we created a unique “chewing language of taste,” where the courier plays the role of translator, decoding the universal sound of “Mmm.”

The result was a full-scale 360° campaign, rolled out across key touchpoints:
— A video spot featuring our taste-interpreting courier
— Flavorful OOH formats speaking directly in the language of cravings
— And chewably satisfying radio ads that sounded just as good as the food
insert video here
insert OOH examples
insert radio spots

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