Heineken Spain: #FUERZABAR

Brewing company Heineken created a social movement, #FUERZABAR, to support bars and restaurants suffering from the COVID-19 crisis and increase brand awareness in Spain.

Campaign details

Brand: Heineken SpainBrand owner: Heineken SpainLead agencies: dentsu X, OgilvyContributing agencies: Mono, TangoMarket: SpainIndustries: Beer & ciderMedia channels: Content marketing, Events & experiential, Online video, Public relations, Radio & audio, Search marketing, Social media, Television, Websites & microsites, Word of mouth, influencersBudget: 1 - 3 million

Executive summary

Covid-19: 14 March, the Spanish government declared a state of alarm. More than 300,000 bars and restaurants were closed, meaning 1.7m jobs and 6.2% of GDP lost. Brewers were not oblivious to this impact, as...

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