Advertising Campaign for VkusVill Free Delivery
VkusVill puts the pleasure of eating ahead of the price.
The Clients created an advertising campaign for VkusVill as it entered new cities, where the grocery chain was perceived as an expensive Moscow brand. Rather than compete on discounts, the campaign paired the line “Delivery 0 rubles. But this is what matters” with a film and outdoor images of people visibly enjoying food, including a child cooling a hot dumpling, a woman licking a mango-yogurt lid, and a man finishing an almond croissant.
Insights
- VkusVill’s expansion into new cities brought a perception of the chain as an expensive Moscow brand. The campaign responded through enjoyment of the products.
- The delivery-price message is paired with intimate eating moments: cooling a hot dumpling, licking a yogurt lid and finishing a croissant.
- Film and outdoor imagery share those gestures, turning the value argument into observable behaviour rather than a conventional discount announcement.
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