Work / Heineken

Engaging Heineken UK businesses and stakeholders

Heineken

  • Strategy
  • Video
  • Content
  • Design
  • Copywriting
  • Engagement

The Challenge

Heineken needed a solution to engage operators and licensees across 3000 Star Pub & Bars in England, Scotland and Wales. With a strong commitment to supporting operators and licensees in growing their businesses, the challenge was to develop a tool which could play a critical role in this support.

The Approach

Using our intelligent approach to engagement, the insights highlighted the needs of each operator and licensee were different and complex.

A solution was required that would support differing licensee arrangements, pubs and bars with varying profiles. The multi-faceted aspect of business growth in the sector led us to work with our clients to take a user-centric approach.

Gaining a deep understanding of the varied operator and licensee profiles and mapping content and functionality to those needs, led to a tool which provided quick, easy and valuable personalised content. The Business Builder was born!

The Business Builder encapsulated all of this – covering myriad aspects of business growth, from market trends and overviews, to maximising retail offers; social media to staff development.

The Results

The final Business Builder is an interactive and intuitive companion to operators, licensees and business development managers across the estate. Rolled out to the UK business in January 2019.

The Business Builder has brought the world of support offered by Heineken into the premises of each licensee and with it, industry leading innovation and advice.

Big Brand Ideas have proven an exceptional partner. Combining technology, design and imagination they have crafted a tool which fits our business and exceeds our expectations – a tool which now plays a vital role in the growth of our pubs and bars across the UK.

Paul Gordon,

Retail Marketing Manager at Star Pubs and Bars