Heineken has announced a new campaign promoting its alcohol-free beer and cider range: Heineken 0.0, Birra Moretti Zero, and Old Mout Alcohol-free.

Launching in mid-May, the campaign, titled ‘Say Yes’, will run in-store and online across the UK, demonstrating the role alcohol-free can play through scenarios in life through a series of ads, created by agency Twelve.

The brewer’s biggest alcohol-free campaign to date aims to introduce new shoppers to the Low and No Alcohol category, which continues to thrive.

Toby Lancaster, category and shopper marketing director at Heineken, said: “No-and-low alcohol is currently booming. The beer category is currently experiencing +24% yearly sales value growth and the cider category at +38% growth, with this level of increase expected to continue.

“As more shoppers introduce alcohol-free beer and cider to their repertoire, the Say Yes campaign by Heineken UK and Twelve will accelerate this trend by inspiring new occasions to enjoy, while combating outdated pre-conceptions once associated with the category.”

Alongside the campaign, Heineken is supporting retailers with the launch of ‘Zero Zones’ to the UK market following successful trials internationally. Zero Zones will allow stores to strengthen visibility and showcase the broad range of alcohol-free variants in-store to  help boost profits, as well as ensuring quick and easy convenience for shoppers, the company said.