Wolt Soccer Campaign: Motor Kommunikation Bets on Humor
Wolt is launching a cross-media brand campaign for the 2026 FIFA World Cup in collaboration with the creative agency Motor Kommunikation—featuring interactive DOOH ads, well-known TV personalities, and a healthy dose of humor.
Wolt Soccer Campaign: More Than Just Jerseys and Clichés
For the 2026 FIFA World Cup, Wolt is once again launching a large-scale brand campaign—and once again relying on the creative power of the Berlin-based agency Motor Kommunikation. The Wolt soccer campaign has been running across multiple channels simultaneously since the start of the tournament and is deliberately designed to avoid clichéd portrayals. Instead, it focuses on celebrating together and singing along to fan songs.
The campaign will run on CTV, DOoH, audio, online, and social media. Promotions, direct mailings, and merchandising—including the iconic soccer-themed Wolt paper bag—round out the communication efforts.
Famous Faces and Interactive DOoH Displays
The CTV ad features well-known personalities such as influencer Khabane «Khaby» Lame and former Brazilian soccer player Kaká. Motor Kommunikation adapted the ad from a global DoorDash campaign; they were responsible for editing, voice-over, animation, and other assets.
In DOoH, the visuals build up gradually—starting with a wolt-blue, initially empty ad space that gradually fills with humorous headlines. Slogans like «TAKE THE FOOD OUT OF THOSE IDIOTS,» «COMPLETELY DETACHED FROM THE STOVE,» or «ONE MORE NAAN, ONE MORE NAAN FITS» are meant to get the crowd fired up. Reactive ad designs that highlight current tournament results and key match moments are also planned. Audio spots featuring sports commentator Robert «Robby» Hunke invite listeners to celebrate soccer moments together and order their favorite meal.
Building on the success of the Euro 2024 campaign
With the current Wolt soccer campaign, Wolt and Motor Kommunikation are building on the attention-grabbing marketing for the 2024 European Soccer Championship, which tapped into the nostalgic appeal of the legendary «Summer Fairy Tale» of the 2006 World Cup. Clever puns like «Food Bowl’s Coming Home» or «Public Chewing» speak directly to public viewing fans and hungry soccer fans—and will be used again this summer.
Volker Jensen, CEO and owner of Motor Kommunikation, sums up the concept this way: «90 minutes of soccer, 0 minutes of cooking—that’s exactly what a successful game night looks like. Our goal here is to consistently provide fresh creative inspiration while ensuring immediate brand recognition. Added to that is the usual dash of humor that makes Wolt’s campaigns so distinctive.»
Katrin-Anne Bischoff, Head of Campaign Strategy & Planning at Wolt Germany, adds: «The FIFA World Cup is much more than 90 minutes of soccer—it’s defined by rituals, emotions, and shared experiences. With our campaign, we want to celebrate exactly these moments and show how Wolt accompanies fans throughout the entire match day. MOTOR brought this idea to life with a great deal of creativity, humor, and an understanding of soccer culture.»
For more information about the campaign and Wolt's offerings, visit https://wolt.com/de/deu available.
Person in charge at Wolt Germany: Katrin-Anne Bischoff, Head of Campaign Strategy & Planning. Contact at Motor Kommunikation: Volker Jensen, CEO and owner.
