Reach and Heineken partner to paint London green
Field marketing and sales agency, Reach, hit London town on 29thMay with an “Apprentice” style challenge in support of their client Heineken.
As one of the official sponsors of the UEFA Champions League, Heineken are looking to captialise on cup final anticipation and ensure customers are fully stocked with product to meet consumer demand and football fever.
The entire off trade Heineken business set off across the city with some ambitious sales targets to deliver. Divided into 10 teams and clad in green, the head office staff had a Reach field representative in support, who used their local expertise and customer knowledge to drive and guide the teams in their mission to reach as many off trade stores as possible in their area. Teams were tasked with selling cases of Heineken Pint cans, with the results from the day flowing into our overall “Passion for Execution” initiative, and a Prize for the overall winners. Reach will supply the stock and POS to build product display as part of the challenge; the teams aimed to visit 450 stores and sell 1000 cases of Heineken Pint Cans.
“We appointed Reach earlier this year because they share our passion for execution,” says David Thorpe, National Field Sales Manager at Heineken UK. “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. We’re looking forward to taking part in the challenge, and meeting our customers face to face.”
“We’re delighted to be helping Heineken paint London green this week,” says Matthew George, Client Development Director at Reach. “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.”