Heineken owned brand 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 about the things that matter the most in life – good times with loved ones, great food and great drink.
The 60 second advert and 30 second advert, both titled ‘Pull Together’ centre around an Italian family exasperated that their son is always rushing and always late, and encouraging him to take time out of his busy life and enjoy moments of togetherness over good food and drink.
Birra Moretti’s new campaign comes as the Italian beer, made in the traditional way since 1859, has experienced a period of growth in the on-trade.
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 Birra Moretti range.
It is the biggest activation to date, appearing at Hyde Park British Summer Time festival, giving customers the chance to celebrate music, traditional Italian games and authentic Italian food, paired with a pint of Birra Moretti.
Birra Moretti will also appear at Jamie Oliver’s Big Feastival, Goodwood Revival and Summer Nights in Glasgow later this season.