Birra Moretti

Birra Moretti

Integrated Campaign

Client:

Heineken

Ambition

Establish Birra Moretti as the No.1 Authentic Italian Beer brand in the UK.

Solution

We consistently bring the values that Italians hold dear to our UK audience, and have been doing so successfully since 2013.

Savouring time with friends and family, with good beer and good food are the values that Birra Moretti celebrates and we’ve been sharing via our brand communications, from the ground up without mainstream advertising, and through authentic experiences. 

The Moretti Gran Tour, a culinary and experiential tour of Italy through pop-up street food events, which sold out for 25 live dates across the UK, is a great example of how we’ve captivated audiences.

Additionally, authentic brand experiences at major events for our target audience, such as Jamie’s Big Feastival, Cheltenham Jazz Festival, and the Isle of Wight Festival, have brought the brand to life in the right environments.

Year round sales promotions in the on and off-trade add value, whilst our annual social media plan creates stimulating content, builds awareness and drives connection with the live experiences.

Results

Strong volume growth with total trade up 39% YOY

Volume Growth up 47% in the on-trade and 26% in the off-trade

Distribution Growth +35% in the on-trade and +6% in the off-trade

Events engaged over 10,000

Overall social reach of over 5 million

Overall media reach of 47 million

More work