Communication launch for Bolt Food

Rockets. Growth R&D developed a new creative platform and executed the communication launch for the Bolt Food brand in Ukraine.

The name Bolt Food emphasizes that the brand is an expert in food delivery. And that’s awesome.

Bolt Food has been operating in the Ukrainian market since October 2020. As competition in the category grows, it was time to consider brand equity and differentiation from competitors. 

When discussing delivery services, the focus is often on very rational attributes: speed, price, variety, and other dull aspects. But since everyone talks about these, it doesn’t make the brand unique. That’s why Rockets decided to dive deeper into these issues through in-depth interviews with the audience. While the discussions were broad, they all boiled down to a simple truth: any delivery advantage becomes irrelevant if the food isn’t tasty.

The primary focus was on building a positive image of couriers, who are the brand’s face at every interaction with customers. This approach not only aligned with communication goals but also helped establish a “human” image for the brand. 

The communication was built around the idea that when food is delicious, people can’t resist trying it, so they end up speaking with their mouths full. The Bolt Food couriers became the interpreters of this “mouthful language”. The creative team developed “Taste Language” and its translations, capturing what people sound like when speaking with their mouths full.

“Clearly Delicious” is a classic 360-degree campaign that covered all major media and formats. The campaign’s video ads were set in common delivery locations: the office, at home with friends, and even in the park.