Tesco shoppers perform haka in Heineken Rugby World Cup challenge

Tesco shoppers in Dublin faced an unusual challenge while stocking up on beer for the weekend.

Heineken: has a "haka-off" with Tesco customers
Heineken: has a "haka-off" with Tesco customers

Anyone – including little old ladies – who picked up a Heineken pack in one outlet triggered a 'Fight or Flight’ challenge from the beer brand.

Ex-Ireland player Shane Horgan offered shoppers tickets to the Rugby World Cup – provided they won an initial coin toss challenge.

Those that lost carried on shopping, while those that continued were faced with a half-naked trio of men performing a haka – and invited to take part.

Heineken activations manager, Michelle Rowley, said: "We’re always trying to find new ways of bringing rugby fans closer to the action.

"The partnership with Tesco allowed us to do that in a venue where they’d least expect it. Both the team at Heineken and the fans had a lot of fun with this one."

Brand: Heineken

Agency: Guns or Knives