Creativity

Heineken Opens a Pop-Up Bakery in Amsterdam to Promote Its Yeast

Beer Brand Donated Proceeds to a Bakery Guild

By Alexandra Jardine. Published on Apr 28, 2017

Editor's Pick

Heineken is one of the world's best-known beer brands, but recently, the residents of Amsterdam have been walking around with carrier bags of Heineken-branded bread.

The company opened a pop-up bakery for five days in March selling bread made with the so-called "A-yeast" used to brew Heineken, in an attempt to highlight the beer's special ingredient. The loaves were made by "master boulanger" Mark Plaating and proceeds from the project, created by TBWA/Noboko, were donated to a local baking guild.

Rate this Ad

You must be registered to rate this ad.
Please or Register Now

Credits

Date
Apr 28, 2017
Agency:
TBWA/Noboko Amsterdam
Client:
Heineken
Client:
Jetske Freeve
Client:
Paul Tholen
Client:
Pascal Stolk

Need a credit fix? Contact the Creativity Editors

Tags

The Creativity Newsletter

The Creativity newsletter is editorially curated to spotlight the work that’s hitting the mark—or missing it altogether. Sign up to have it sent to your inbox.