The off-trade is an essential partner of the Heineken company. As such, when the Covid crisis hit and the bars went into lockdown, it was imperative to help bars survive by supporting them in whatever way possible. Heineken shifted the way they program their media buying, redirecting the existing media budget from outdoors around the world, to the shutters of the most famous and loved bars around the world. More than 5000 bars around the world benefited from 7.5 million euros directly paid to them, and even more bars are joining in every week. Shutter Ads brought in 40% more media value than the traditional OOH and 100% of bars in the initiative reopened.