Heineken / SpainB2B
Tocayos Inc.
Heineken grouped independent Spanish bars sharing the same name into a virtual franchise so they could pool buying power like chains.
- Brand
- Heineken
- Agency
- LePub
- Market
- Spain
- Region
- Global
The challenge
Neighbourhood bars were losing out to franchises with greater scale and resources.
The idea
Using hospitality data, Heineken linked bars with matching names, such as those named after their owners, through a B2B portal organised by name and proximity. Members gained shared purchasing discounts, digital ads and training while keeping their local identity.
Case study source: Activation Ideas Source ↗
