Ситидрайв х ВкусВилл: "Кабачкошеринг" - партнерская мини‑игра и офлайн‑активация

Objective

VkusVill and Citydrive partnered to normalize food sharing culture by addressing a common summer problem: oversupply of zucchini. The campaign aimed to promote conscious consumption and social responsibility while creating simultaneous brand engagement through a playful lens. By partnering with food-sharing organizations, the initiative contributed to the broader mission of reducing food waste in Moscow.

Solution

The campaign combined offline and online components. Offline: seven branded Citydrive vehicles with special zucchini-themed wrapping were deployed across Moscow parking lots (August 21—September 4) with wooden boxes in the trunks where users could exchange surplus zucchini and find gifts—jars of zucchini caviar from VkusVill. Online: a Telegram bot game where players collected virtual zucchini by 'catching' them with a car trunk mechanic. Players who participated received promotional codes from both brands and recipe suggestions.

Results

Specific campaign participation metrics were not publicly disclosed. Historical context: VkusVill's food-sharing initiatives in 2022 had redistributed 80 tons of food and assisted over 2,400 people regularly. The campaign ran for approximately two weeks and was positioned as part of broader social responsibility efforts, though direct sales or engagement impact figures were not published.