Challenge: Develop an online activation to support the hospitality industry during the first Covid-19 lockdown.

Insight: As a partner of #helpdehoreca (#helpthehospitalityindustry) we wanted to show that Grolsch supports the hospitality industry in a unique way.

Idea: Starting April 15th, Grolsch organized the Grolsch #helpdehoreca Live Sessions. These were concerts in empty hospitality establishments, by 5 different Dutch artists: Nielson, Miss Montreal, Akwasi, Rob Dekay and Diggy Dex. The concerts were an ode to the hospitality industry and were livestreamed via the Grolsch Instagram channel. Viewers were encouraged to support #helpdehoreca. Grolsch urged everyone to stay away from the establishments, to abide by the rules in force of the RIVM and therefore to follow the livestream from their homes.