VARUS.UA a creative partner that lives inside the client’s trade calendar
In brief
VARUS.UA is a standalone business unit: an online grocery marketplace with delivery, click-and-collect and an app, where the VARUS supermarket chain is one of the main merchants alongside partners.
Key insight
We know the calendar before the brief arrives
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01 · Format
Retainer
Up to 8 campaigns and around 120 content units every month.
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02 · Rhythm
Weekly meeting
Results, the calendar for the coming weeks, new ideas.
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03 · Support
Day-to-day tasks
Presentations, ASO, guidelines, instructions for offline stores.
Trade calendar
Five months — sixteen campaigns
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01.06
Summer Sale
Seasonal promo with discounts up to 40%
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12.06
Night Discounts
An always-on promo we restyle for every season
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25.06
Wine Festival
Wine weeks with discounts
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29.06
Picnics
Grill and BBQ season
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09.07
Bubbly
Sparkling wine and food pairings
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27.07
Beauty
Discounts on personal care
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07.08
VARUS Match
An idea born at a weekly meeting
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07.08
Flash of Passion
Express delivery in 59 minutes
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07.08
Reliable Friend
Click-and-collect in a minute
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07.08
Blind Date
New flavors and brands
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03.09
Autumn Sale
Seasonal restyle
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03.09
ASAP
Delivery in 59 minutes
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07.09
5th One Free
An always-on mechanic in an autumn look
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09.09
Borscht
Everything for borscht in one basket
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09.09
Oktoberfest
The festival atmosphere at home
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01.10
Cheese Fest
A cheese board in one click
We see the calendar in advance — and suggest when the brand should show up before the brief even arrives.
Process
From brief to launch — seven steps and two approvals
Brief~16 days from brief to liveLive
Step 1 · Client
Brief
The client fills in the brief: goal, mechanics, legal requirements, channels and deadline.
Step 2 · DOGMA
Master Visual
The idea and key visual with Varik — the foundation of the entire package. If there’s video, the film comes first and the stills are pulled from it.
Step 3 · Client · sign-off
Approval
The client approves the Master Visual. One round of revisions is included; anything beyond goes through a Change Request.
Step 4 · DOGMA
Adaptations
Around 15 formats per campaign with the composition intact — from stories to a category banner.
Step 5 · DOGMA
Art direction
A technical checklist and an art director’s eye: brand, legibility, legal requirements, generation artifacts.
Step 6 · Client · sign-off
Package approval
The client approves the final package — and it goes into the shared readiness calendar.
Step 7 · Together
Live
Launch on the website, in the app, in ads, on Viber and in push notifications. Results come back to the weekly meeting.
Scale
One Master Visual — seventeen formats
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Meta Stories1080×1920
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Google Ads960×1200
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Meta Feed1080×1350
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Meta1080×1080
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Viber800×800
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App180×180
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Google Ads1200×628
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Push920×460
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Hero banner1190×380
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Promo page590×250
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Hero mobile375×250
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Category950×150
Weekly meeting
VARUS Match: from an idea at a meeting to a campaign in a month
The idea of a “Tinder for your basket” came up at a meeting. We broke it down into scenarios — and each delivery format got its own “relationship type”.
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01VARUS Match“Find your perfect basket” — swipe through offers in the app and pick your format -
02Flash of PassionExpress delivery in 59 minutes: pizza, snacks and desserts — when you want it now -
03Reliable Friend“Zero drama”: click-and-collect in a minute on your way home -
04Blind DateA secret match in your basket: new flavors and exclusive brands
Support
Between campaigns — day-to-day tasks
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Internal presentations
For top management, partners and conferences — in the language of the campaigns.
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ASO
App icons and screenshots for seasons and key dates.
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Mascot guidelines
Rules for Varik and a ready-made guide for AI generation — the client’s team handles quick tasks on its own.
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Offline instructions
How to carry a campaign into stores: screens, POS materials, placement.
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New formats
A coded prototype of Varik for the website, iOS and Android.
ASO
A birthday icon: eleven options — one chosen
Chosen
0 / 11 options
The VARUS.UA mark turned into a birthday cake with “23” candles — for the chain’s anniversary.
The videos are amazing. Thank you for such a client-focused approach: revisions at night, edits ready by morning so we could go straight to approvals. I’ve never seen anything like it on the market.
Result
VARUS.UA got a creative team that works as part of its marketing: it sees the calendar ahead, brings ideas before the brief and holds the quality bar across dozens of formats every month.
The process is predictable for both teams, and weekly meetings turn results into next decisions. The partnership grows with the tasks — into positioning, a design system and new mascot formats.
What we’ll do for you
Creative partnership on a retainer
For brands that need to show up all the time. We become your creative team on your calendar — from ideas and adaptations to digital support and day-to-day tasks.
- 01 Ideas and campaigns Creative platforms built around your calendar.
- 02 Adaptations One Master Visual — every format.
- 03 Support Presentations, ASO and day-to-day tasks.
Team
- Agency
- DOGMA
- Product
- Creative partnership · retainer
- Scope
- Creative platforms, Master Visual, channel adaptations, video, ASO, internal presentations, mascot guidelines, digital support
- Client
- VARUS.UA
