As the UEFA Champions League kicked off, JPA launched a comprehensive marketing campaign for Charles Grech & Co. Ltd, Heineken’s representative in Malta.
Heineken’s longstanding sponsorship of Europe’s most prestigious football tournament has cemented its status as a favourite among global football fans. With that in mind, our goal was clear: to create a campaign that not only amplified Heineken’s presence but also deepened its connection with local football enthusiasts, turning their passion for the game into an even richer experience.
Our team developed a fully integrated 360° campaign, overseeing every aspect—from creative ideation and strategy through to execution, media buying, in-store promotions, and digital activation. With a focus on boosting visibility and sales during the tournament, we launched a promotional lottery that gave Heineken drinkers the chance to win VIP tickets to the semi-final matches, along with exciting weekly prizes.
Recognising that football fans are a highly engaged audience, we tailored the campaign to meet their needs and behaviours. By leveraging a mix of in-store displays, digital marketing, and targeted media placements, we ensured Heineken was front and centre in their journey—whether they were shopping, scrolling, or watching the match. Through this multi-channel approach, we were able to drive engagement and create a seamless brand experience that kept Heineken top of mind throughout the Champions League season.
We understand that the best campaigns are those that create lasting connections. By aligning our strategy with Heineken’s brand values and the passion of football fans, we turned a promotional campaign into an opportunity for meaningful engagement and long-term loyalty.
In a strategic move, we collaborated with Is-Suq Tal-Belt Valletta Food Court to create the ultimate Heineken FanZone – a hub for fans to gather and enjoy the games in a stadium-like atmosphere complete with branding, merchandising, and plenty of available products and special offers on Heineken pints during the games.
Netting effective conversion through promotional engagement and enhancing Heineken’s brand recognition among football fans, the campaign created a comprehensive, fan-focused experience for a brand that epitomises the excitement and spirit of football excellence.
- jpa
