Title	HIGHWAY DELIVERY
Brand	SKAPTO
Product/Service	SKAPTO
Category	G07. Corporate Purpose & Social Responsibility
Entrant	PROOF. Sofia, BULGARIA
Idea Creation	PROOF. Sofia, BULGARIA
PR	PROOF. Sofia, BULGARIA
Production	PROOF. Sofia, BULGARIA
Post Production	PROOF. Sofia, BULGARIA

Name	Company	Position
angel iskrev	proof.	creative director
boyan zlatarski	proof.	junior copywriter
presiyan kirilov	proof.	head of strategy
kaloyan antonov	proof.	creative lead
ekaterina mutafchieva	proof.	junior strategist
filip shopov	proof.	junior graphic designer
lyubomir kashilski	proof.	account manager

Why is this work relevant for Direct?

We'have targeted people with cannabis munchies via special burger and a special service created only for them: highway delivery, food delivery with green light.

Background

Skapto is a small burger chain in Sofia, Bulgaria, known for standing behind liberal causes. As one of the most conservative countries in the EU, in Bulgaria cannabis legalisation is a taboo topic for most of the brands. Due to Covid-19 food deliveries became the mainstream way of ordering food, which made an already slow service even slower with delivery times up to 90 minutes in some areas of the city. Not great news for a certain type of very hungry people that the brand supports. So on 4.20 (Apr. 20th) the international date for cannabis-related protests, we decided to help them out. In a year of food deliveries our burger-making pals at Skapto wanted to show some lovin’ to the portion of their customers waiting on a boxed tower of tastiness home alone with a case of the munchies. A treat for 4:20 was due.

Describe the creative idea (30% of vote)

Introducing highway delivery. We created a burger with nutella for the special occasion. Any delivery order containing the 4.19(999) burger got prioritized in Skapto’s system, making it the fastest delivery in town.

Describe the strategy (20% of vote)

The 4:20 ritual really starts at 4:19, with a sea of clippers lighting up at once. By 4:20 you’re ordering food on your phone, to find out your Skaptoburger will arrive in 30–40 minutes. Years in munchie-time. The clock seems to be moving a lot slower, if not even backwards. 4:20 starts looking a lot like 4:19. And 4:19 looks like it really isn’t going anywhere. 4:19 4:199 4:1999 4:1(999) Might as well just eat last night’s pasta. Skapto wouldn’t let this happen to . Which is why on the 20th of April, it recognized its hungriest patrons as the emergency case of the food delivery business that they are.

Describe the execution (20% of vote)

“Highway Delivery” at your service. On the day of 4:20 Skapto offered an entirely separate delivery chain for its munchified customers. The hungriest people only had to have ordered the appropriately named 4:1(999) burger from the online menu and their order would be set on the express delivery route for highmergencies. They literally received the green light. And of course the burger itself was an nutella-buffed, beef-filled, saucy-succulent, munchie-satisfying marvel, perfect for those with some bloodshot in their eyes.

List the results (30% of vote)

This led to a 31.7% overall delivery increase. 1043 burgers sold (yes, 1043 nutella burgers). 93% positive sentiment. and a highly appreciated gesture that Skapto gladly greenlit.

Please tell us how the brand purpose inspired the work

Skapto is a brand that supports liberal causes since its inception. This was the third straight year they launched a campaign during the international date for cannabis-related protests.