An authentic lager founded on Retail Media

Client: Heineken - Cruzcampo

Launching any new product is difficult. Launching a new lager—where competition is fierce, palates and habits are deeply formed—is harder still. When Heineken brought Seville’s authentic lager Cruzcampo to the UK they knew that it needed to cut through the noise and give shoppers a compelling reason to try the beer for themselves. To do that, Heineken made the strategic choice to invest exclusively with Tesco Media, creating a highly focused, retail media-only campaign. The results not only exceeded Heineken’s initial sales targets by 27%, but smashed Tesco’s performance benchmarks for NPD as well.