Overview

Tapped by the country’s first all-digital and mission-driven bank, Varo tasked Superjuice with concepting and executing Varo’s first-ever local market campaign in Atlanta.

To meaningfully advance their brand vision and usher in a new era of cultural relevance for the bank, Superjuice concepted and executed a multi-pronged campaign featuring Atlanta resident and Slutty Vegan founder Pinky Cole. She embodies so many of the values that Varo also stands for - financial inclusivity, eliminating barriers to achieving financial empowerment and disruptive thinking.  To ensure the program was true to the Atlanta market, Superjuice collaborated with Pinky to organically amplify her existing efforts to empower the community.  Together, Varo and Pinky covered the cost for 40 entrepreneurs to establish their own LLCs and kick-start their businesses.  

This one local program garnered more coverage than all of the press coverage combined since the launch of Varo, paved the way for a long-term partnership with Pinky Cole and created a white paper for Varo’s future giveback efforts.