Heineken is one of the world's best-known beer brands, but recently, the residents of Amsterdam have been walking around with carrier bags of Heineken-branded bread.

The company opened a pop-up bakery for five days in March selling bread made with the so-called "A-yeast" used to brew Heineken, in an attempt to highlight the beer's special ingredient. The loaves were made by "master boulanger" Mark Plaating and proceeds from the project, created by TBWA/Noboko, were donated to a local baking guild.