Heineken® is teaming up with California-based non-profit One Tree Planted and Outside Lands Music Festival to make it simple for people to help the environment. In an extension of the brewer’s commitment to “Brewing a Better World” by promoting environmental sustainability, the partnership joins the entities in a retail promotion where each $1 donation results in the planting of one tree. One Tree Planted has been helping restore the environment since 2014 and partners with like-minded companies to make a difference. The efforts will be focused in Northern California.
“In the past few years, California has experienced an unprecedented amount of environmental devastation from long droughts, to deadly forest fires and heavy flooding,” says Quinn Kilbury, Head of Partnerships & Consumer experience, HEINEKEN USA. “This continuous destruction is taking a toll on California residents, their homes and their forests. With Outside Lands playing such a huge role in the Bay Area’s green movement, Heineken is partnering with the organizations to help regrow California’s forests one tree at a time. Small acts make a big difference and Heineken wants to help,” Kilbury continued.
The July-August retail promotion features POS that prompts shoppers to text GREEN to 88500 and receive a bounce back link to the Heineken unique One Tree Planted campaign page. Consumers will then have the option to donate to the Northern California project, or click to be directed to the Heineken Outside Lands microsite for a chance to win VIP tickets to Outside Lands Music Festival in Golden Gate Park, view the Heineken House lineup and track how many trees have been planted via the Heineken® One Tree Planted initiative.
Retailers who support the program with merchandising and displays will be playing a key role in the success of this worthy environmental cause.