Heineken / Ireland / 2025PR Stunts · B2B
Pub Succession.
Heineken ran a worldwide search for a successor bearing the McLoughlin name to take over a family pub on Achill Island whose owner was ready to retire.
- Brand
- Heineken
- Agency
- LePub / Publicis Dublin
- Market
- Ireland
- Region
- Global
- Year
- 2025
The challenge
Rural Irish pubs are closing as owners retire with no one to pass the business on to.
The idea
Heineken backed publican Josie McLoughlin, whose relatives live abroad, in a search for a new owner who shared his family name, keeping the pub's heritage intact. A documentary-style film by Dermot Malone told the story and fuelled the global call-out.
Case study source: Activation Ideas Source ↗
