Heineken: Cruzcampo x Tesco Exclusive Launch – Driving Unmissable Visibility by Heineken

A presentation about the Cruzcampo exclusive product launch in 2023.Spanish lagers is driving category growth and this presentation looks at a shopper-first campaign with Tesco that included multi-touchpoints including out of home, instore digital screens and a gift with purchase. The campaign became Tesco’s most successful NPD launch in 2023, reached nearly 16m homes and 1 in 3 of Tesco shoppers that consumed the media campaign went on to make a purchase.

Originally presented by Charlie Hartley, Marketing Activation Controller, Heineken at the POPAI Summer Seminar on the 11th July 2024.