Setting The Scene
Whilst HEINEKEN is widely recognised as a market leader with a stand out portfolio, its customers are regularly being courted by the competition, so a job needed to be done to exert its authority and defend its customer base.
Ultimately, we wanted to drive meaningful loyalty and support across the category.
A Tangible Insight... To Stir Emotion
On and off trade customers are facing stiff competition attracting punters into their establishments and we knew they highly value support that will directly help their businesses.
As such, the need to harness the brand’s expertise to lend a supportive and trusted hand to its target audience was identified.
Introducing 'The Greenpaper'...
…A category strategy that provides practical advice, guidance and tips as to how, together, HEINEKEN and its customers can secure growth.
Developed from over 100 pieces of qualitative and quantitative research, The Greenpaper is the biggest piece of category research ever undertaken by HEINEKEN UK with the help of its research and agency partners.
The findings uncovered six main areas of opportunity (‘growth drivers’) in which HEINEKEN can work with customers to grow their businesses and the category as a whole.
Our strategic recommendation to bring The Greenpaper to life was two-pronged. Firstly, a trade launch moment with a consumer feel was designed. Featuring a mock up shop and mock up pub, guests were invited to interact with tangible manifestations of the strategy.
To maintain momentum following the launch, HEINEKEN’s expertise has been applied to each of the six drivers in relation to a seasonal or cultural hook, providing retailers and licensees with ways to capitalise on the incremental growth opportunity in real time.
What Was The Impact?
Forty journalists from the on and off trade press attended the launch event resulting in twenty-five pieces of coverage within leading trade titles including The Grocer, Morning Advertiser, Drinks Retailing News, In A Pub and Just Drinks.
What’s more, £355million incremental growth has already been realised across the category in year one, which is on track to reach a total £1.5billion value increase across the on and off trade within three years.