Green Makeover
Grupa Zywiec Most
Attractive Employer
In FMCG
Local Sourcing Initiatives
EUROPE
Heineken®'s first pan-European
activation, 'Green Month', part of the
UEFA Champions League (UCL) Road
to the Final campaign, kicked off with
activations in around 8,000 Auchan,
Carrefour, Metro and Tesco stores
across 17 countries. Activations used
various touch-points, including for
example 25m2 in-store stadiums that
moved around top stores every two
weeks; customised in-store displays;
hostess support; promotions; online
communication on retailers' websites;
merchandise for shoppers, including
20,000 Heineken® glasses; and an
exclusive lottery to win two tickets for
the UCL final in London.
HAITI
V
o
•M
CD
Q.
D
POLAND
HEINEKEN's Polish OpCo, Grupa
Zywiec has won the Randstad
award for Most Attractive
Employer in Poland's FMCG
sector. The study examined
150 of the largest companies in
Poland across various sectors
of the economy. In their survey
of 7000 people, 40 per cent of
respondents said they would like
to work for Grupa Zywiec.
m mm
This year, former US President Bill Clinton visited HEINEKEN's brewery in Haiti, Brasserie Nationale
d'Haiti (BRANA), as part of an effort by the Clinton Foundation to promote investments in the
country, with a focus on revitalising its agricultural sector. BRANA aims to source at least 20% of
raw materials locally for its brewed products and to increase local sourcing on packaging materials
to 40%. Over the coming years, BRANA will invest more than US$40 million to strengthen its
infrastructure, increase its brewing capacity and support local suppliers to compete successfully
with international competitors on both price and quality. Furthermore, BRANA has committed to a
four-year programme of investment in the training of farmers to improve their farming methods and
facilities and to increase yields, which will improve the livelihood of up to 18,000 farmers.
16 World of HEINEKEN Edition 2 2013
