Big invitation from Birra Moretti
Italian lager Birra Moretti is setting its sights on bringing millions of people together this summer in an ambitious campaign which includes a TV commercial, digital, trade activation, PR and festival activation.
Birra Moretti's latest campaign will be the Italian lager’s biggest campaign to date and will continue to boost Birra Moretti’s position as the fastest growing beer brand in the UK, says the company. Il Grande Invito, meaning ‘the big invitation’, will see millions of people encouraged to gather together around the table over great food and beer, to make time for what matters – family and friends.
Encompassing a series of consumer events, Il Grande Invito puts Birra Moretti at the forefront of convivial dining occasions, while reinforcing HEINEKEN’s “Great with Food” category driver that has delivered £189m incremental value to date.
Over the coming months, Birra Moretti will run a major TV campaign, along with in-pub and in-store activations, a major PR campaign, an extensive digital activation and a major experiential activation at one of the UK’s leading festivals, Barclaycard Presents British Summer Time at Hyde Park.
Airing on 15 April, the brand’s popular TVC (re-positioned to promote Il Grande Invito) kick-started the summer of bringing people together around the table – with continental premium lager Birra Moretti at the heart of these social occasions. The playful advert is a celebration of Birra Moretti’s authentic heritage, showcasing a family coming together around a table for lunch in a picturesque Italian town and highlighting the importance of making time for what matters, an integral part of Italian culture.
One in three on-trade occasions include some kind of food, and nearly half of all occasions see Birra Moretti consumed with food. Drinks should always match the quality of the food, so offering a mix of continental premium lager, such as Birra Moretti, is key.
Iza Glodek, Premium Brands Unit Director at HEINEKEN, says: “Birra Moretti has achieved phenomenal growth over the last five years, thanks to a relentless focus on quality, authenticity and its unique Italian credentials. The continental premium lager sector continues to be incredibly strong, with Birra Moretti leading this growth.
“Food is proven to be a fantastic way to entice customers and what’s more, it’s perfectly aligned to our beer’s traditions. Through Il Grande Invito, our mission is to bring people together around the table this summer, creating long-lasting moments centred around food, and of course with Birra Moretti at the heart of this.”
Continental premium lager has become a force to be reckoned with in recent years; the category is worth over £1.6BN to the UK on-trade and is growing at 18% in value annually. Birra Moretti – which currently holds the crown as fastest growing beer brand in the UK – delivers an impressive 40% of the category’s total annual growth.The beer’s classic, refreshing taste has achieved widespread appeal amongst a range of consumers and its pale colour and carbonation makes it light enough to complement almost all food types, meaning it pairs well with nearly any dish. As such, Birra Moretti has a high ROS in pubs and restaurants that have a great food offering and on average it delivers around 30% of the entire bar’s volume of lager.
This multi-million pound campaign will push Birra Moretti even further in the UK, where it has shown exponential growth. The campaign is estimated to reach over 43 million people, and 87% of 24-44 year olds.