As an official sponsor of the Rugby World Cup, Heineken is one of the few companies that's actually allowed to mention the event by name. And given this privilege, the company has been incorporating the event into much of its recent advertising. And one of the most recent edition, created by Irish agency Guns & Knives, features a bit of Kiwi flavour, with Tesco shoppers being surprised with the Haka. The execution in this instance isn't the best (a bigger group of performers would've made it bit more impactful), the campaign did at least put a smile on the faces of those who witnessed the event.
Heineken activations manager, Michelle Rowley, said: “We’re always trying to find new ways of bringing rugby fans closer to the action. The partnership with Tesco allowed us to do that in a venue where they’d least expect it. Both the team at Heineken and the fans had a lot of fun with this one.”
This experiential execution follows on from an Irish campaign that featured former All Black rugby star Jonah Lomu surprising a few partons at the pub. And Lomu must have quite a following in the UK, because he is also featuring in an online video series for the brand.
This video series has also been tied into the main ad, which was centred on the match coin reaching the game on time.