New brand campaign rolled out in store, on TV and online
Heineken® Ireland is set to air its new TVC ‘The Perfect Match’ this weekend, as the off-trade prepares to commence activity on March 25th.
The advert, which was filmed by director Karien Cherry, celebrates the journey of rivalry, and follows three couples, pitted against each other as their rival rugby teams face off. As tensions rise, viewers watch them press pause on love while their teams battle it out. Viewers will follow the journey of legendary rugby rivalries brought to life by couples supporting opposing teams.
The new campaign is supported in the off-trade by omnichannel and online activity, including social media and in-store digital asset support, in-store POS and visibility including digital content for supermarket screens. Over 800 stores across Ireland will activate ‘The Perfect Match’ promotion.
2020 saw Heineken® deliver €50m in additional retail value compared with 2019, making Heineken® the number one brand and market leader in the LAD market in off-trade in 2020. Heineken® saw stronger actual value growth versus any other beer brand in the market.
The new POS will be on display in off-licences, supermarkets and convenience stores, and offer consumers the chance to win ‘the ultimate at-home rugby package’ which features a large flat-screen TV and year-long Virgin Media TV subscription. It will run until the end of May.
Peter Green, Heineken® Ireland’s Off-Trade Director, said: “While it’s been a really difficult 12 months for our on-trade partners, the off-trade has seen some impressive results as people consume at home. Heineken® wants to elevate these sporting occasions and make it the best possible at home experience offering shoppers the chance to win top of the range TVs with Virgin Media TV packages. We are proud that Heineken® was the biggest category growth driver of 2020
