ROSTIC’S х Яндекс Еда: "Вин!Комбо" - лендинг с конструктором блюд и народным голосованием

Objective

ROSTIC'S, a quick-service restaurant chain, partnered with Yandex.Eats delivery platform to boost sales and audience engagement among young users (18–35) through a user-generated content campaign. The brand sought to transform customer participation into product development and menu innovation, leveraging the success of a previous esports-backed collaboration.

Solution

A web landing page with an interactive combo constructor where users design custom meal combinations from ROSTIC'S menu, name their creation, and write a personal story about a "winning moment" (gaming achievement or life victory) tied to their combo. Participants submit their entries for public voting through August 31, 2025. The interface allows assembly of menu items, cover image selection, brief narrative submission, and social sharing. Content moderation manages user-generated submissions throughout the campaign.

Results

The 2024 'Chicken in a Square' collaboration sold over 67,000 boxes in two months through a single channel and delivered nearly 20% incremental sales growth. The campaign achieved a 30% increase in the 18–35 age demographic and 20% growth in new users on the platform.