Ethical Performance
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Heineken launches consumer sustainability campaign

May 2015

Dutch brewing giant Heineken has launched a digital campaign to bring consumers closer to its sustainability message.
According to the company, The Legendary 7 campaign taps into the increasing consumer interest into sustainability together with their desire to understand more about the ingredients of beer.

As Heineken is committed to buy 50% of its main raw materials from sustainable sources by 2020, the campaign pays tribute to seven farmers from France, Germany, Greece, the Netherlands and the United Kingdom who produce high quality sustainable barley and hops used to brew the successful beer.

The campaign allows consumers ‘to meet’ the farmers via Blippar, the augmented reality smartphone app. By scanning the Heineken label using the app, consumers can unlock exclusive content including a animated film about the Legendary 7, their individual stories as well as access to the company’s online sustainability commitments. Consumers are also being encouraged to create a ‘7elfie’ and share it on social media.

Mark van Iterson, global head of design for Heineken, commented: “Sustainability is often seen to be complex and inaccessible for consumers. However, sustainability is at the heart of all that we do and we wanted to find a way to encourage consumers and all our stakeholders to easily engage with Heineken’s Brewing a Better World programme.

"Legendary 7 challenges the status quo of sustainability reporting and helps consumers appreciate the sustainability thinking and all natural ingredients which go into the creation of their favourite brand.” 

Europe | Consumer attitudes

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