Choose to have choices

In Bulgaria, elections are no longer about choosing—they are about who is left to choose. With a record-low voter turnout of just 34% in the June 2024 elections, the country faced its lowest democratic participation in modern history. When only a third of the people vote, a small group decides for everyone, creating the perfect conditions for authoritarian shifts and power concentration.

As a socially responsible brand, Skapto (a bulgarian burger chain) has long supported human rights causes, using its voice to stand up for freedom, equality, and civic engagement. This time, instead of just talking about the consequences of not voting, we put them on the menu.

For a full month, Skapto introduced a limited-edition menu, offering only the choices made by 34% of our customers the previous month. Fewer options. Less variety. Just like in a democracy close to autocracy.. The campaign launched in Skapto restaurants, Glovo, Takeaway, and the brand’s website, supported by a digital campaign, video, and PR activation.

In a deliberately uncommercial move, sales dropped by 5%, but the message spread far beyond our restaurants. The campaign organically reached 1.34 million people, generated 3,000+ organic shares, and was even picked up by Bulgarian politician Ivaylo Mirchev in his own election campaign.

At Skapto, we believe in real choices—whether it’s burgers or ballots. Because when you don’t choose, someone else does it for you.