Cirkle

London

Heineken Green Pub Guide

There are endless websites, books, videos, content about good pubs, and there are thousands of sites about the most eco-friendly products, companies, holidays (anything really)...

But what there isn’t, is an easy to use, simple place to find the good sustainable pubs and bars near you.

So, inspired the classic Good Pub Guide, we created The Green Pub Guide. A modern-day version, celebrating venues across the UK that, like HEINEKEN SmartDipsense, are striving to reduce their carbon footprint, minimise waste and be kinder to the planet.

{BACKGROUND}

HEINEKEN SmartDispense, in very simplified terms is a draft beer dispensing system, it gets beer from kegs to the bar as quickly, simply and as easily as possible for those working in the pub. HEINEKEN is not unique in offering a product like this, what is unique is the quality of the pints served, at the perfect temperature every time, and the additions of personalised systems, staff training, free POS / promotional support....

BUT most significantly it saves on waste. Using significantly less water and less cleaning fluids which ultimately save the owners money and is better for the environment.

{BRIEF}

The benefits of SmartDispense are (relatively) well known within the industry, our challenge was to create consumer demand for it. Looking to create pressure from pub-goers. Making punters aware of the benefits of it, and ultimately looking for SmartDispense when choosing what pub they go to.

Research and audience data had highlighted that for our target audience (Millennials and Gen Z), sustainability, the environment and wanting to do your bit to help were becoming increasingly important.

But we also knew that is wasn’t something people considered when going to the pub.

Whilst you might choose who you buy your clothes from, the car you drive, the food you eat all with the environment and the producers’ sustainability credentials in mind, this does not translate into where and which pubs you go to.

And the information isn’t really available anyway.

{campaign idea}

THE GREEN PUB GUIDE

There are endless websites, books, videos, content about good pubs and bars, and there are thousands of sites about the most eco friendly products, companies, holidays (anything really)...

But what there isn’t, is an easy to use, simple place to find the good sustainable pubs and bars near you.

So, inspired the classic Good Pub Guide, we created The Green Pub Guide. A modern day version celebrating venues across the UK that, like HEINEKEN SmartDipsense, are striving to reduce their carbon footprint, minimize waste and be kinder to the planet.

{ACTIVATION}

We partnered with leading industry title, Morning Advertiser to call on the UK’s pubs to apply to be part of the guide.

With the help of our judging panel, featuring representative from the Morning Advertiser, the HEINEKEN Group and pub owner and influencer Candice Brown, we shortlisted the top 50 pubs and venues across the UK. Good pubs doing good for the environment.

Creating the first official Green Pub Guide, launched in August as a fully interactive online portal. Providing reviews of those pubs selected and what they are doing to drive sustainability.

LAUNCHING to media as the first of its kind guide, to national, broadcast and onlines. Securing interviews spots for Candice. Lining up profiles of the shortlisted pubs with local media.

Using HEINEKENs network of brand social media channels to help support the launch.

Issuing a ‘Green Paper’ (research piece) on what consumer are now looking for in pubs, highlighting the increasing importance of sustainability.

300m: OTS

150: pieces of coverage

Rolled out: across Heineken markets

Heineken Green Pub Guide

Inspired the classic Good Pub Guide, we created The Green Pub Guide. A modern-day version, celebrating venues across the UK that, that like HEINEKEN SmartDipsense, are striving to reduce their carbon footprint, minimize waste and be kinder to the planet.