Advertising Campaign for VkusVill Delivery
VkusVill stages heroic quests for customers who never leave the sofa.
The Clients created VkusVill’s “Good Is What We Deliver” delivery campaign, tasked with communicating both the grocery products and service while avoiding standard claims about speed, price, and convenience. The creative idea presents customers as almost ready to undertake absurd feats for favourite VkusVill products—only to be stopped by rain, a sofa, or laziness—executed through a film, radio series, and key visuals of products flying from a kraft paper bag.
Insights
- VkusVill asked for a delivery campaign that avoided familiar promises about speed, price and convenience. The Clients instead started with customers’ attachment to particular products.
- The films exaggerate what someone might do for a favourite food: travel through a jungle for cake or build a rocket towards a sausage moon. Everyday obstacles then make delivery the resolution.
- A radio series and three key visuals of products flying from a kraft paper bag extend the idea across formats.
- Vladimir Vaulin directed the film with Zagranitsa production; the campaign launched in spring 2022.
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