Heineken is one of those iconic names that people instantly recognise the world over. With exciting plans for growth in the works, Heineken Ireland needed an employer brand that attracted top-tier younger talent while staying true to its legacy. So, in 2024, under the guidance of People Director Alfonso Auñón García, Heineken Ireland set about creating change, refreshing its people vision and Employee Value Proposition (EVP) to better connect with potential employees.
Partnering with creative agency Atomic and leveraging the expertise of Great Place to Work, Heineken Ireland set out to do more than update its employer brand - it aimed to reimagine what it meant to be a part of the Heineken team. This was a strategic effort to align its local identity with the strength of its global brand, fostering a workplace that is progressive, inclusive, and future-focused. With Great Place to Work's insights into high-trust workplace cultures and Atomic’s creative direction, Heineken Ireland initiated not just a brand refresh, but a cultural shift across the organisation.
The multinational brewing company has a decentralised model, meaning Heineken Ireland had the freedom and opportunity to create something truly special - a brand that resonated with the local market while aligning closely with global guidelines. This presented some unique challenges including:
This collaboration marked the first time Great Place to Work had partnered with Atomic, and together we aimed to bring data-driven insight and strategic creativity to Heineken's EVP shift.
“We have a strong and unique culture with highly engaged colleagues at Heineken Ireland. Great Place to Work provides an external, unbiased perspective on our strengths and opportunities, which is invaluable for our growth and progress towards the future."
Alfonso Auñón García, People Director, Heineken Ireland
Using these insights from Heineken’s Great Place to Work survey insights and existing people data, one theme stood out; "The people make the difference.” This immediately stood out as a powerful opportunity to showcase Heineken Ireland's passion for people-focused storytelling — bringing the trust component to the forefront of their EVP and helping to translate cultural strengths into a clear, engaging employer brand narrative.
Holding one-on-one interviews, the team at Atomic dived deep into what it was really like to work at Heineken Ireland and unearthed what mattered most to existing employees. What they learned reflected the insights seen from the team at Great Place to Work; that inclusivity, autonomy, and professional development were central to employee experience.
The next step in the EVP process was to take a look at the wider market. By doing competitive benchmarking, Atomic were able to identify ownable differentiators and create a ‘white space’ for Heineken’s employer brand to shine. They then distilled the various research themes using their proprietary four-dimensional framework to shape a powerful EVP.
With insights and competitive analysis in hand, it was time to get creative. First, an “Employer Brand Inspiration” session was held with Heineken Ireland’s leadership team to showcase standout marketing campaigns and brew some ideas. Although it was a fun-filled session, it was a crucial step in getting everyone aligned on the creative direction and ambition before kicking off the production process.
With teams excited, enthused and on the same page, the team at Atomic were able to do what they do best … bring insights to life through messaging and creative. The result? “We Make the Star,” a bold campaign that places Heineken’s employees front and centre as the real stars of the brand, all while tying back to the iconic red logo.
Authenticity was at the heart of the campaign. Shaped by our insights, Heineken Ireland employees became the faces of the brand, sharing their stories through videos, photos, and GIFs. This content became the campaign's backbone, amplifying their voices across digital channels. It was also key to capture diverse role models and highlight younger employees and women in traditionally male-dominated roles like brewing and sales.
The campaign featured:
The campaign delivered standout results across multiple touchpoints, highlighting both its strategic impact and creative effectiveness:
52% increase in job applications across Heineken Ireland roles — a clear sign that the refreshed EVP and storytelling resonated with talent.
40% rise in traffic to the Heineken Ireland careers site, demonstrating strong interest driven by the campaign’s reach and relevance.
Graduate programme launch success, with over 600 applications received within one week of launch.
Positive internal feedback and increased brand alignment across local and global teams, reinforcing the EVP's authenticity and cultural fit.
This wasn’t a typical agency-client relationship, it was a true partnership. Atomic and Great Place to Work worked closely with Heineken Ireland’s leadership team to understand their vision, offer fresh ideas and manage stakeholder input every step of the way.
Alfonso Auñón García, People Director, Heineken Ireland, said:
"Their approach was refreshing, insightful, and deeply collaborative. They truly understood our vision and brought it to life in a way that resonated with our people.”
This collaboration between Heineken Ireland, Atomic and Great Place to Work exemplifies how integrating deep employee insights with creative strategy can dramatically transform an employer brand. The success of the "We Make the Star" campaign is a testament to the power of a united vision and the palpable pride of a workforce that truly makes a difference.