Happy New Wings – Wolt KFC 2023 | Clapboard Ad Archive

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Wolt x KFC - Happy New Wings - Wolt, KFC | Clapboard Ad Archive

Wolt x KFC’s Happy New Wings campaign, launched in Georgia in December 2023 and crafted by Hans & Gruber, exemplifies a strategic fusion of two powerful brands within the food and delivery sectors that harnesses festive timing to reinforce convenience and delight during the New Year period. This film-based campaign capitalizes on the symbolic potential of KFC’s iconic chicken wings, marrying them with Wolt’s promise of swift, reliable delivery to evoke feelings of joy, freedom, and shared celebration—a creative approach that aligns squarely with Clapboard’s FORMAT#9—Symbolize the Benefit, where exaggerated visuals and metaphorical imagery amplify the product’s positive impact rather than relying on narrative exposition or testimonial endorsement. The campaign’s core proposition hinges on seamless access to indulgent comfort food, positioning Wolt as the essential conduit to KFC’s wings during a peak season for food delivery, thus targeting Georgian consumers who prioritize ease and festive enjoyment. By emphasizing the wings as a symbol of happiness and communal experience, the campaign communicates an emotional resonance that transcends mere transactional convenience, inviting consumers to associate ordering with both the pleasure of the product and the spirit of the holidays. This dual-brand collaboration leverages each partner’s strengths: KFC’s widespread appeal and crave-worthy menu, combined with Wolt’s user-friendly platform and urban delivery infrastructure, to cut through a competitive marketplace populated by local and international players such as Glovo, Bolt Food, and Menu.ge. Although direct engagement metrics remain modest, the campaign’s conceptual clarity and seasonal relevance suggest a strategic intent to build brand recall and influence consumer behavior during a critical sales window. Delivered in English to appeal to a cosmopolitan demographic, the campaign’s single media asset employs dynamic, visually appetizing storytelling that aligns with contemporary digital consumption habits around holiday promotions. The Clapboard Campaign Score for this initiative is 52/100. This campaign matters because it demonstrates how localized partnership marketing can harness symbolic storytelling to embed practical convenience within emotional, celebratory contexts, which signals a growing sophistication in food delivery advertising that prioritizes experiential connection over straightforward product pitches.

Credits

Client

Wolt, KFC

Agency

Hans & Gruber

Creative Strategist

Saba Javashvili

Creative Director

Tina Kikalishvili, Mariam Koghito Chargazia

Art Director

Giorgi Magradze Artman, Lika Robakidze, Lika Labadze

Crew

Giorgi Magradze Artman, Lika Labadze, Tio Zarnadze, Ramaz Getiashvili, Dima Chkheidze, Sali Jugeli, Nisley Studio, Nuna Dadunashvili, Giorgi Medulashvili, Goga Karbelashvili, Shako Zubiashvili, Shota Khijakadze, Davit Khuntsaria; Roma Gujabidze; Zura Narimanidze; Demetre Janiashvili, David Odisharia, Boris Ostaev, Jaga Grip, Nino Gugushvili, Ekacast, George Molashvili, DRO

Account Management

Keti Gagoshidze

Cinematographer

Vigen Vartanov (Biba)

Producer

Ninuca Sinjikashvili, Buro

Post Production

Mindia Inasaridze

Motion Graphics Artist

Irakly Zurabishvili

Category Mind Map

48%

The "Wolt x KFC - Happy New Wings" campaign leverages a collaboration between two well-established brands in the food and delivery sectors, aiming to reinforce convenience and enjoyment during the holiday season. The brand proposition centers on delivering a seamless, joyful food experience by combining KFC’s popular product offering with Wolt’s efficient delivery service. The campaign implicitly promises consumers that they can effortlessly enjoy their favorite comfort food—specifically KFC’s wings—without compromising on convenience or quality, embodying the spirit of celebration and sharing during the New Year period. Strategically, the campaign targets Georgian consumers who value convenience and festive indulgence, capitalizing on seasonal consumer behavior that typically sees an increase in food delivery orders during holidays. The creative angle emphasizes a positive, upbeat association with the New Year, using the product itself—the wings—as a symbol of happiness and communal enjoyment. By focusing on a collaboration between a trusted delivery platform and a beloved fast-food brand, the campaign drives relevance and appeal in a competitive food delivery market. The digital, film-based format aligns with how consumers increasingly consume content, particularly around holiday promotions, allowing the brands to engage viewers in an environment conducive to immediate action. Despite limited engagement metrics, the campaign’s conceptual foundation supports an effective link between product convenience and festive emotional resonance within the Georgian market.

FORMAT#9 SYMBOLIZE THE BENEFIT — Uses symbols or exaggerated visuals to represent the product’s positive impact. This campaign, “Wolt x KFC - Happy New Wings,” strongly signals the use of symbolism in its creative approach. The title "Happy New Wings" hints at a playful, metaphorical association between the KFC offering (chicken wings) and the concept of "wings" or "happiness," likely symbolizing flight, freedom, or joy brought by ordering KFC through Wolt. The “Performance” genre suggests dynamic, visual storytelling rather than testimonial or narrative-driven structure, and there’s no evidence of a problem-solution revelation, celebrity, or direct demonstration. Together these cues imply that the ad leverages symbolic imagery or exaggerated situations to highlight the positive feelings or transformation experienced when combining KFC and Wolt’s delivery—classic traits of the SYMBOLIZE THE BENEFIT format. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats

1. Glovo – Positioned as a fast and reliable on-demand delivery platform, Glovo emphasizes a broad product range beyond food, including groceries and pharmaceuticals. It leverages a strong local presence and user-friendly app experience to cater to convenience-focused consumers seeking quick delivery within urban areas. 2. Bolt Food – Bolt Food distinguishes itself through competitive pricing and seamless integration with the Bolt ride-hailing app. It targets cost-conscious users who value efficiency and speed, leveraging Bolt’s existing transportation infrastructure to ensure prompt food delivery in key Georgian cities. 3. Delivery Club – Delivery Club focuses on a wide network of restaurant partnerships and frequent promotional offers. It appeals to tech-savvy consumers looking for variety and value, using data-driven personalization to enhance user engagement and customer retention in the Georgian food delivery market. 4. McDelivery (McDonald’s) – As the delivery arm of McDonald’s, McDelivery capitalizes on strong brand loyalty and consistent food quality. It differentiates through exclusive menu items and reliable service that appeal to mainstream fast-food consumers preferring familiar, iconic meals delivered quickly. 5. Menu.ge – A leading local Georgian food delivery platform, Menu.ge positions itself as a homegrown alternative with extensive restaurant selections and localized customer service. It leverages cultural affinity and tailored marketing to resonate with Georgian consumers prioritizing domestic brands and customized experiences.

Q: What is Wolt x KFC - Happy New Wings about? A: Wolt x KFC - Happy New Wings is a film campaign created by Hans & Gruber for the brands KFC and Wolt, launched in Georgia in December 2023. The campaign centers on a festive collaboration between KFC’s popular chicken wings and Wolt’s delivery service, aiming to highlight convenience and joyful indulgence during the New Year season. It targets Georgian consumers seeking an effortless way to enjoy comfort food at home, using a single media asset to communicate the seamless experience of ordering KFC wings through Wolt’s platform. The campaign blends brand synergy with seasonal relevance in the food and delivery sectors. Q: What creative device does Wolt x KFC - Happy New Wings use? A: Wolt x KFC - Happy New Wings employs the SYMBOLIZE THE BENEFIT creative format, classified as Format 9 in Clapboard’s taxonomy. This approach uses symbolic or exaggerated visuals to represent the positive impact of the product, in this case linking KFC’s chicken wings to themes of happiness, flight, and freedom. The campaign’s performance genre relies on dynamic, visual storytelling rather than direct demonstration or celebrity endorsement, using metaphorical imagery to convey the joy and convenience of ordering KFC wings via Wolt during the holiday season. Q: What is the campaign proposition for Wolt x KFC - Happy New Wings? A: The campaign proposition for Wolt x KFC - Happy New Wings positions the collaboration as a seamless and joyful food experience that combines KFC’s beloved wings with Wolt’s efficient delivery service. It speaks to Georgian consumers who value convenience and festive indulgence, promising that they can enjoy their favorite comfort food without sacrificing quality or ease. By tapping into the New Year’s celebratory spirit, the campaign emphasizes sharing and happiness, reinforcing Wolt as the preferred delivery platform for KFC during a peak seasonal demand period in the competitive food delivery market. Q: How does Wolt x KFC - Happy New Wings rank in Clapboard's archive? A: Wolt x KFC - Happy New Wings holds a Clapboard Campaign Score of 52/100. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as assessed by Clapboard’s global ad archive. The rating provides an objective measure of the campaign’s overall impact within the advertising landscape, based on its strategic and creative merits. Q: Who are the competitors in Wolt and KFC's category? A: In the food delivery category where Wolt and KFC operate, key competitors include Glovo, which emphasizes fast, reliable delivery across a broad product range including groceries and pharmaceuticals, targeting convenience-focused urban consumers. Bolt Food competes on competitive pricing and integration with its ride-hailing app, appealing to cost-conscious users in major Georgian cities. Delivery Club offers a wide restaurant network and frequent promotions, attracting tech-savvy consumers seeking variety and value. McDelivery leverages McDonald’s brand loyalty and consistent quality with exclusive menu items. Menu.ge positions itself as a local alternative with extensive selections and culturally tailored service for Georgian consumers.