Heineken fully integrated TTL New Product Launch – Tesco Exclusive

Dentsu X

Client: Heineken UK

HEINEKEN partnered exclusively with the Tesco Group and Dunnhumby for the launch of the Cruzcampo brand as an off-trade product. HEINEKEN and Dunnhumby built a Through-The-Line plan with the Tesco shopper at the heart of every touchpoint. This meant incorporating Tesco data into all traditionally ATL channels (OOH, Meta, Trade Desk, Pinterest), alongside complementing with BTL in-store domination and Tesco.com online takeover so the Tesco shopper was aware of the launch at every stage of the consumer journey.

The campaign reached over 15.7million households with over 180M impressions delivered, 1 in 3 Tesco shoppers saw the campaign, with 1 in 3 of these purchasing after seeing the campaign. HUK was able to overdeliver on 2023 business revenue KPI by 27% and Cruzcampo has continued to deliver as we’ve headed into 2024, with plans to learn, shape and reapply framework created within the monumental brand launch.