Canadian Packaging

Heineken lights up Toronto’s Yonge-Dundas Square with holiday traditions Canadians missed most

By CNW Group Ltd.   


The Tell Us Your Tradition campaign invites Canadians to share their traditions – even the ones they thought they’d never miss – for a chance to star on Toronto’s most iconic billboard space

TORONTO, Dec. 7, 2021 /CNW/ – After nearly two long years of missing out on beloved holiday rituals, Canadians can’t wait to celebrate again with family and friends. It’s time to welcome the great return of holiday traditions – even the ones we never thought we’d miss – because the holidays are so much more than the picture-perfect table setting and card-worthy family photo. The perfect actually finds itself in the imperfect, and that deserves to be celebrated.

In this festive spirit, Heineken is inviting Canadians to light up the billboards at Yonge-Dundas Square with their very own, real-life holiday traditions –  imperfect ones and all! Spirit-filled photos of Canadians will shine bright on the big screens of one of Toronto’s most iconic hubs bursting with holiday foot traffic.

“After most holiday plans were cancelled last year, people came to miss the annual celebrations and special moments enjoyed with friends and family,” says Yulia Elchenko, marketing manager for HEINEKEN Canada. “Whether it’s never being able to keep your secret Santa a secret or your rough-around-the-edges gift wrapping skills, Heineken wants to celebrate the seemingly imperfect parts of the holidays because we all know now after a year without them…they’ve actually been perfect all along.”


The Heineken Tell Us Your Tradition campaign launched with a unique, pop-up activation where participating passersby would see themselves on the big screen in near-real-time while enjoying a complimentary Heineken or Heineken 0.0. The billboards will continue to shine bright until the end of December with Canadians’ photos and traditions also being shared on Heineken social media channels. Visit to submit and share your #perfectlyimperfecttradition with @heinekenca  to cheers to every tradition you’ve missed!

About HeinekenHEINEKEN is the world’s most international brewer. It is the leading developer and marketer of premium beer and cider brands. Led by the Heineken® brand, the Group has a portfolio of more than 250 international, regional, local and specialty beers and ciders. We are committed to innovation, long-term brand investment, disciplined sales execution and focused cost management. Through “Brewing a Better World”, sustainability is embedded in the business and delivers value for all stakeholders. HEINEKEN has a well-balanced geographic footprint with leadership positions in both developed and developing markets.


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Category Captains 2024