'Azbuka Vkusa' (Gastronomic Alphabet) is a major retail chain actively developing its corporate culture and dedicated to employee wellbeing. The company strives not only to increase staff loyalty but also to create an environment that supports their physical, emotional, and professional growth.

The project was run in partnership with the internal HR department, with the key tool being the 'Alphabet of Happiness' programme. Its goal is to help employees take conscious steps towards improving their quality of life through access to medical services, training, activities, and support.

At the beginning of March, we were set an ambitious task:
"Within 18 days, organise a spring event that will:

• Raise awareness of the 'Alphabet of Happiness' programme;
• Motivate employees to use benefits and bonuses more actively;
• Strengthen the employer brand and demonstrate the company’s care;
• Reach all divisions: offices, retail, and logistics."

The key challenge was to engage over 10,000 employees across different regions, maintaining a unified concept while ensuring a personalised approach.

At the outset, we faced two major constraints: an extremely tight 18-day deadline and the need to reach over 10,000 employees in various regions with different schedules, access to events, and existing levels of engagement.

We quickly adapted our strategy: splitting activities into online and offline formats, tailoring them to specific communication channels, and personalising the approach through visual markers and chat marathons. This allowed us to maintain a cohesive focus despite a fully decentralised launch.