CLIENT: Heineken USA

AGENCY: IN Connected Marketing

ROLE: Senior Art Director & Conceptor

ASSIGNMENT: Develop a fully executable solution that Heineken can present to a casual dinning customer (such as Buffalo Wild Wings) that enhances the consumer’s experience with To-Go/Delivery food & beer and entices consumers to add beer to their To-Go/Delivery orders.

BARRIERS: (1) Awareness and Permission: The problem is that next to no-one knows they can or even thinks it’s possible. (2) Price: Far from a killer, but there are limitations. Many would be open, even at ‘full’ price.

STRATEGY: Empower consumers to complete their “to-go meal” with the beer companion it deserves. Building a meal without beer feels like a glaring omission.  Imagine hot wings without a cold beer, tacos without a Mexican lager…well now you don’t have to.

When it came to ordering takeout, the rules seemed pretty clear: no beer. Well Heineken is here to throw out that playbook and rewrite the rules on your at-home dining experience. Follow our new Brew Rules for Takeout and experience a much more convenient way to order out.

And now at Buffalo Wild Wings, your brews are ready for takeoff… or at least, for takeout. Add them to your to-go order, take control of your gameday, and make your own rules.