Heineken and field marketing and sales agency Reach are visiting retailers across London to ensure they are fully stocked with product to meet consumer demand and football fever.
As one of the official sponsors of the UEFA Champions League, Heineken is hoping to drive interest in its range ahead of the summer tournement.
Kicking off on May 29, the company’s trade reps divided into 10 teams and were challenged to reach as many off trade stores as possible in their area.
Teams were tasked with selling cases of Heineken Pint cans to retailers, as well as supplying them with additional stock and POS to build product displays. All the resources were provided by Reach.
David Thorpe, national field sales manager at Heineken UK, said: “We appointed Reach earlier this year because they share our passion for execution. We are excited by the idea of getting all our head office staff out from behind their desks and into the field on this initiative.”
Matthew George, client development director at Reach, added: “We’re delighted to be helping Heineken paint London green this week. We are a relationship-building agency and work hard to ensure our clients view us as an extension to their team. This should be a fun and productive way of cementing our partnership and I’m sure some interesting conversations between Liverpool and Tottenham fans will be happening on the day.”