Birra Moretti has launched its biggest brand awareness campaign in three years, championing the sociable nature of life between friends and family in Italy. ‘Time for What Matters’ will launch with the brand’s first ever TV advert as part of a £2.5 million push, including experiential activity.
The TV advert brings to life Birra Moretti’s mission to remind consumers that the things that matter most in life are good times with loved ones and great food and drink. A 60 second advert and 30 second advert, both titled ‘Pull Together’ centre around an Italian family exasperated that their son is always late and encouraging him to take time out of his busy life to sit and have dinner with them. The Birra Moretti bottle is sent via washing lines strung up between the houses, from the family to their eldest son, with the bottle finally tapping on the window of his house, enticing him downstairs. The ad finishes with the family reunited, enjoying a moment of togetherness over good food and drink.
The new campaign comes as the quality Italian beer, made in the traditional way since 1859, has experienced a period of excellent sales growth with volume up by 77 per cent and sales value increase of 80 per cent YTD in the off trade. This trend towards premiumisation offers a real opportunity for retailers who should look to capitalise on the rise in demand for consumers looking to trade up, maximising on profits as they do.
Gran Tour, Birra Moretti’s experiential activity for 2018 takes consumers on a regional taste experience of Italy, where they can learn how to create a selection of delicious Italian dishes, designed to perfectly complement the finest Birra Moretti range. Gran Tour, which is the biggest activation to date, appeared at Hyde Park British Summer Time festival, giving customers the chance to celebrate music, traditional Italian games and authentic Italian food, perfectly paired with a pint of Birra Moretti whose light crisp finish perfectly complements a range of dishes.
Retailers should look to consider these food pairings when merchandising their fixtures, as positioning lager alongside everyday favourites such as pizzas will see an uplift in sales as shoppers make the natural link between the two categories.
Birra Moretti will also appear at Jamie Oliver’s Big Feastival, Goodwood Revival and Summer Nights in Glasgow later this season, bringing family and friends together to live life in true Italian style.
About HEINEKEN in the UK
Headquartered in Edinburgh, HEINEKEN is the UK’s leading pub, cider and beer business. The company owns around 2,900 pubs as part of its Star Pubs & Bars business and employs around 2,200 people. They are passionate about their cider and beer brands and the outstanding service that they offer to theircustomers. HEINEKEN’s unrivalled portfolio of brands includes Foster’s, Heineken®, Strongbow, Desperados, Kronenbourg1664, John Smith’s, Bulmers, Amstel, Birra Moretti and Old Mout, backed by a full range of niche and speciality brands.