After COVID-19 lockdowns, bars and restaurants across Europe reopened with safety measures, including vaccine passes. This triggered backlash from anti-vaxxer groups, who organized boycotts and flooded platforms like Yelp and TripAdvisor with negative reviews.
For bars, these reviews were damaging: rankings on such platforms directly affect footfall and revenue. Heineken, one of the world’s largest beer brands, saw an opportunity to flip the narrative. Partnering with Publicis Italy and Le Pub Amsterdam, they launched the “Boycott Ads” campaign in 2022.
Campaign Overview
Core Idea: Transform anti-vaxxer negative reviews into geolocated ads that promoted the very bars being boycotted.
Execution: If a bar was attacked online, Heineken used those reviews as creative copy in ads, reframing them as proof the bar was safe.
Tone: Witty, defiant, and supportive—Heineken positioned itself as standing with responsible venues.
Channels: Digital ads, social media, and outdoor placements near the affected bars.
Campaign Objective
Support partner bars targeted by anti-vaxxer boycotts.
Reframe negative reviews into positive visibility.
Reinforce Heineken’s brand values of safety, responsibility, and inclusivity.
Generate PR buzz by creatively tackling online hate.
Execution
Data Mining: Heineken tracked bars receiving negative reviews on Yelp/TripAdvisor.
Creative Twist: Reviews like “Don’t go here, they ask for vaccine passes!” were repurposed into ads that read: “Looking for a safe bar? This one requires vaccine passes.”
Geolocation Targeting: Ads were placed online and outdoors near the specific venues, ensuring locals saw them.
Social Media Amplification: Campaign films explained the idea, encouraging consumers to support boycotted bars.
PR Push: Advertising and mainstream media covered the stunt, reframing Heineken as a brand that defends values.
Brand Impact
Support for On-Trade Partners: Bars felt protected and valued by Heineken’s intervention.
Cultural Resonance: The campaign tapped into the broader debate on vaccines and safety, positioning Heineken as socially responsible.
Earned Media Buzz: Widely covered in advertising press, praised for creativity and bravery.
Awards & Recognition: Won Silver and Bronze Lions at Cannes Lions 2022, plus multiple shortlists.
Brand Equity: Reinforced Heineken’s positioning as a progressive, values-driven brand.
Results
Heineken Boycott Ads resulted with an $800K media investment redirected to bars, generating 165M shared impressions, while 92% of boycotted bars restored their ranking positions. The campaign delivered high visibility through geolocated ads, drove strong positive consumer sentiment toward Heineken’s stand on safety, and earned multiple Cannes Lions victories for creative and social impact.
Lessons Learned
Flip negativity into opportunity. Bad reviews can be reframed as proof of good values.
Stand with partners. Supporting bars strengthened Heineken’s trade relationships.
Purpose-led creativity resonates. Consumers reward brands that defend inclusivity and safety.
