Heineken tasked McCulloch with achieving maximum sales in the off-trade category and achieving excellence in in-store execution
Heineken tasked McCulloch with achieving maximum sales in the off-trade category and achieving excellence in in-store execution
2 PagesThe Brief Heineken, renowned for their world leading portfolios of cider and beer brands tasked us with achieving maximum sales in the off-trade category and achieving excellence in in-store execution for Heineken UK. This campaign focused on the Star Retailer scheme, which we originally helped develop and implement almost 10 years ago.The scheme - designed to engage, educate and support by driving category executional standards on range, layout and space - rewards retailers with up to £300 per year per store for those who consistently execute the Beer, Cider and Ale category well, both in the form of increased category sales and the Star Retailer rewards scheme. One of the key challenges that Heineken wanted to overcome in store was closing the gap in the beer and cider category knowledge
