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 it the number one brand and market leader in the off-trade LAD market in 2020, claims the company which stated that, “Heineken saw stronger actual value growth versus any other beer brand in the market”.
The new POS on display in off-licences, supermarkets and convenience stores offers consumers the chance to win ‘the ultimate at-home rugby package’ featuring a large flat-screen TV and a year-long Virgin Media TV subscription. It runs until the end of May.
“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,” said Peter Green, Heineken Ireland’s Off-Trade Director, “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’re proud that Heineken was the biggest category growth driver of 2020.”