Citydrive X VkusVill: "Zucchini Sharing" - Partner Mini-game And Offline Activation

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 participating cars marked on a map inside the Citydrive app; wooden boxes let users exchange surplus zucchini and find gifts—jars of zucchini caviar from VkusVill—while technicians centrally collected the contents for redistribution. Online: a Telegram bot game opened with a brief onboarding on rules and prizes, then had players 'catch' falling virtual zucchini with a car-trunk mechanic to score points within a round; repeat plays could improve results and increase chances of extra prizes under campaign terms. Players who completed a session received two promo codes—one for a Citydrive ride, one for a VkusVill purchase—plus a memo with recipes and food-sharing tips.

Results

The campaign reached over 5 million people in total, with more than 20,000 users playing the Telegram mini-game. 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.