CLEARLY DELICIOUS
How we convinced Ukrainians that Bolt Food delivers the tastiest bites in the city
Bolt Food
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Hit play on the video caseSituation
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 category, the brand needed a sharper differentiation and stronger brand equity to stay ahead.
Challenge
The typical category benefits everyone talks about — speed, price, and partner variety — are all valid, but also generic and uninspiring. Rational advantages alone were not enough to build real preference.
Insight
Our strategy team went deep, spoke with frequent delivery users, and found one simple truth: none of it matters if the food is not tasty. For customers, delivery and flavor are part of one indivisible experience.
Strategy
We chose to focus on couriers as the human face of the brand at every stage of customer interaction. This aligned with the communication task and helped shape a more relatable, human image of Bolt Food.
Creative Idea
In brainstorms, we found the most appetising behavioral insight: when food is delicious, people do not wait or admire it — they just eat, chew, and even talk with their mouths full. That led us to build a chewing language of taste, with the courier cast as the translator.
Execution
The result was a full 360 campaign spread across key touchpoints: a video featuring our taste-interpreting courier, bold outdoor formats, and radio spots that sounded as chewy and satisfying as the food itself.
Hero video introducing the courier as the translator of taste.
Audio execution that extends the chewing language of taste.
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