| Title | #FUERZABAR |
| Agency | Ogilvy Spain |
| Campaign | #FUERZABAR |
| Advertiser | Heineken |
| Brand | Cruzcampo |
| Date of First Broadcast/Publication | 2021 |
| Business Sector | Alcoholic |
| Story | There are situations in life that force us to adapt and continue learning. And the coronavirus is a great example. In March, the State of Alarm forced our bars and restaurants to close their doors, making the restaurant and bar industry one of the sectors most affected by this sanitary, economic and social crisis. Uncertainty and restrictions are still in place today, making their survival very difficult. Brewers companies are not immune to this impact, as companies like HEINEKEN Spain achieve 60% of their sales through the restaurants and bar industry and can be greatly affected. So we had to tke action in order to support the industry. HOW DID WE ACHIEVE IT? It was in this context that the idea of creating a campaign to demonstrate the commitment of HEINEKEN ESPAÑA and its brands with their most important sales force: Bar and restaurant industry. A campaign that will increase the awareness of its brands by moving away from opportunism and keeping the conversation alive in real time with executions of own, earned and paid media in all media (press, radio, TV, social networks, digital, B2B and internal channels). Applying storydoing before storytelling. This is how #FUERZABAR was born, the case of how Cruzcampo, Amstel and Heineken® set up a social movement to support the restaurant and bar industry capable of involving other companies, institutions and the consumer; as well as numerous initiatives to help one of the groups most affected by the Covid-19 crisis. |
| Media Type | Case Study |
| Length |