Case study

Heineken tackling Dry Jan!

Sampling Partner
Hello Fresh
Social Included
3.89 million






Food & Drink



Overview Icon

How Heineken used product sampling to drive trial during dry January.


About Heineken

Heineken 0.0 is a refreshing non-alcoholic lager, brewed with a unique recipe for a distinct balanced taste. Challenging beer brands in the non alcholic market.

The Goals

Heineken’s goal was to not only raise brand awareness during Dry January but also to drive trail and challenge peoples taste perception withtheir non alcoholic beer.

The Strategy

Following the success of 2017’s sampling campaigns, Heineken identified HelloFresh as the right audience to sample Heineken 0.0 alongside Dry January. Cans of Heineken 0.0 samples where dispatched in HelloFresh boxes across two separate weeks.

The Outcome

HelloFresh suported this partnership with social posts via Facebook, Instagram and Twitter which received a lot of direct consumer feedback. Whilst some feedback concluded that alcohol-free beer is not to the universal like of HelloFresh consumers there was a large positive response that counteracted this, especially from consumers celebrating time sober. These consumers feel seen by the brand and Heineken have gained access to a previously untapped audience.

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“Had mine tonight. #thinkimconverted”

“LOVE Heineken 00 – tasty!”

“I can’t drink alcohol any more & didn’t know they made these so was a nice surprise!”

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