Heineken backs Spanish bars with Tocayos campaign

Heineken has launched Tocayos, a campaign in Spain designed to support independent neighborhood bars by connecting venues that share the same name and strengthening their visibility and competitiveness.

Created by LePub, the initiative responds to ongoing challenges in the hospitality sector, where traditional bars face increasing pressure from rising costs, shifting consumer habits, and competition from larger or more specialised venues.

Supporting local bar culture through shared identity

The campaign builds on a cultural insight: many Spanish bars share common names such as Pepe, Paco, and Luis. By linking these establishments through a dedicated platform, Heineken aims to provide access to training, promotional opportunities, and tools to help them remain competitive while preserving their identity.

The initiative also highlights the social role these venues play as community spaces where generations gather and local connections are maintained.

Connecting bar owners across Spain

Tocayos is introduced through a film featuring real bar owners from across the country who share both a name and a commitment to their businesses. The narrative focuses on their day-to-day experiences and the emotional ties they have with their establishments and communities.

Marta Moreno, Marketing Manager, Heineken Spain: "combine the strength of these bars that are part of our social fabric and that we want to keep celebrating,"

Paco Bachiller, owner, Bar Paco: "I’ve been running this bar for 39 years. My father founded it, and now my son, who is also named Paco, works alongside me. Even though things are very complicated, these bars cannot disappear,"

Juan José García, owner, Bar Paco: "because it’s a traditional bar, and now Paco has become my first name. Everyone calls me Paco. We see ourselves as guardians of tradition. The winter season has been tough due to bad weather, so this Heineken initiative comes at a very timely moment, as we don’t receive support from elsewhere,"

Addressing challenges in the hospitality sector

The campaign arrives as Spain’s bar sector continues to recover from the impact of the pandemic, while adapting to changes such as remote work patterns, shorter lunch breaks, and increased operating costs.

By focusing on independent venues, Heineken positions the initiative as a way to reinforce the resilience of local businesses and underline their importance within everyday life.

Reinforcing community-driven brand positioning

With Tocayos, Heineken aligns its brand with the preservation of local culture, using a collective approach to amplify the presence of small bars. The campaign highlights how shared identity can become a practical tool for collaboration, helping independent operators navigate a competitive and evolving market.

www.theheinekencompany.com

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