April Fools’ Day is the one day of the year when everyone is a target and trust in anything you read before noon is at an all-time low. Bolt Food decided to lean in, and then sweeten the blow.
On the 1st of April, Bolt is sharing hidden discount codes for free desserts on Bolt Food on their global Instagram account. Because if the whole world is going to be pranked, the least someone can do is follow it up with something genuinely sweet.
The campaign is anchored by a hero video that is a direct homage to one of pop art’s most quietly iconic moments: Andy Warhol eating a Burger King hamburger. Filmed in 1982 by Danish director Jørgen Leth for 66 Scenes from America, the footage shows Warhol alone at a table, working through the burger bite by bite until there is nothing left. The scene ends there.
The Bolt Food video asks a simple question: what if he had kept going? Shot in the same unhurried VHS style — no music, just the sound of eating — the film follows an Estonian artist and photographer Kertin Vasser finishing a Bolt Food meal, pushing aside the used napkins and then picking up the delivery bag and eating that too.
Kaja Aulik, Creative Strategist at Bolt adds: “We asked our customers and the two main struggles of ordering takeaways is the guilt-tripped decision fatigue of whether to order dessert… and then what to do with the takeaway delivery bags after, as they never quite… fit into your regular trash can. With the edible delivery bag, we eliminate them both!”
The campaign is inspired by data showing that most people crave for something sweet after the meal, but opt out at the last second. The SnackBag campaign and the accompanying free dessert codes are Bolt Food’s way of closing that gap: even if the vehicle for doing so is a bag made of pastry that does not exist.
Liisa Ennuste, Creative Director at Bolt, said: “The bag is the last thing in the order, the thing everyone ignores, the thing that goes straight in the bin, or becomes one. So for April Fools’, we made it the dessert. It’s a joke, of course — but the discounts we’re giving away are very real.”
Bolt Food discount codes that give you €5 off your next order will be shared to commentators on the @bolt global Instagram post on 1 April 2026 only.
