Heineken kicks off EURO 2020 campaign a mischievous masterpiece

As the UEFA EURO 2020 is the first time that home nation rivals England, Scotland and Wales have qualified together for the tournament, the brands are making excellent use of the opportunity in their marketing campaigns.

After confectionery giant Mars Wrigley UK has unveiled a brand new Snickers campaign, BOTHLANDS, highlighting the predicament the chocolate brand finds itself in by sponsoring both England and Scotland, Heineken has now come up with a campaign which sees England Football legend Rio Ferdinand portrayed as a Welsh icon by friendly rival Robbie Savage.

Ferdinand and Savage, once arch-rivals for club and country during their playing careers, have since become great mates as commentators and Heineken, the Official UEFA EURO 2020 Partner, has brought them back together in a surprise situation.

Ferdinand was led to believe he was being inducted into the prestigious Heineken ‘Hall of Fame’, featuring portraits of international football icons. What he didn’t realise was that Savage was influencing the creative execution of the artwork all along. The elaborate ruse captures Ferdinand's priceless reaction as his ‘Heineken Hall of Fame’ portrait is unveiled depicting him as a Welsh footballing icon, draped in the Welsh national flag and clutching a bunch of daffodils in the valleys.

There is no ‘Hall of Fame’ and Wales has landed the first blow against English pride. Rio instantly says: “1-0 to Robbie but it’s not over yet, let’s see what happens in the group stages.”

He added: “I was genuinely honoured to be selected for the Hall of Fame and I had no idea what to expect. My first reaction of the painting is that the artist had done me a favour on the calves, but then I saw the Welsh shirt and flag, the daffodils. That flag and me don’t go! I played 81 times for England and I’m not going to be exhibited as a rival Welshman! After the initial shock, I was starting to get properly wound up, but then my mate Robbie appeared with a huge grin on his face and I realised that I’d properly been stitched up and he was just stoking the rivalry ahead of the tournament starting.

“Ever since Wales reached the Semi Finals of UEFA EURO 2016 and England didn’t, I’ve had to put up with Savage’s jokes and banter about Welsh superiority. Now, I’ve got to think of a way to get him back.”

Savage said: “Rio is a proud Englishman and legendary prankster in his own right, so the planning to get one over on him had to be meticulous. Watching his ego inflate and then come crashing back down to the earth clutching a bunch of daffs and wearing the Welsh flag was brilliant. 1-0 to Wales.”

Michael Gillane, UK marketing director for Heineken said: “It’s finally here! UEFA EURO 2020 is about to kick-off and anticipation is now at fever pitch. As an official partner, we know that for fans, friendly rivalry is a key part of the tournament and we wanted to illustrate that football isn’t as half as fun without your rivals. With this witty interpretation from Robbie and Rio, it’s clear that you can enjoy the fun in the rivalry and still have ice cold Heineken and laugh together, whatever the outcome.”

The activation is part of a wider global campaign from Heineken, ‘Finally Together’ which recognises the long-awaited reunion with fans, and the rivalries that go alongside – bringing energy and positivity to the sport and fans alike.