Birra Moretti, the leading Italian premium beer owned by Heineken Italy and distributed in the UK by Heineken UK, is set to launch an integrated campaign to position the brand as the authentic Italian beer.
The campaign, which has been created by integrated marketing agency, Space involves promotional activity, advertising and sponsorship.
Space has developed the campaign proposition MORE Italian, and developed the creative communication, which will drive awareness and sales among consumers (aimed largely at men 20-40) and distribution among trade. The creative idea creates a strong brand identity using the product as the hero in all through the line communications.
It has a visually appealing, simple, premium look and feel, which uses the brand’s deep maroon colour to create distinctive and recognisable Birra Moretti communications.
To drive awareness of Birra Moretti being the authentic Italian beer and the perfect accompaniment to Italian cuisine, Space has developed a brand ambassador partnership between Birra Moretti and Katie and Giancarlo Caldesi, celebrated Italian chefs, who share similar authentic styles and values.
They will produce recipes, which are cooked with or pair well with Birra Moretti and host numerous events within their cookery school and restaurants in Marylebone, London. The Caldesi’s partnership will be unveiled at La Dolce Vita, the Italian lifestyle show held in Islington on 11th – 14th March, where Birra Moretti will be the official beer.
Consumers will have the opportunity to see Katie and Giancarlo Caldesi in the cookery theatre demonstrating their newly created Birra Moretti dishes.
Consumers will have the opportunity to win tickets to ‘Moretti and Pizza cooking evenings’ at the Caldesi’s cookery school from the 11th March by entering the free prize draw at the show. Birra Moretti will add its own authentic taste of ‘Italia’ by creating the bar, which will be at the heart of the show and Space has planned a series of activities to drive trial and sales of the beer including offering a complimentary welcome taste of Moretti.
The brand sponsorship of the event will be communicated in ads, which will be published in Time Out, The Metro and the Evening Standard during the first week of March. Through this communication consumers will have the chance to enter into a free prize draw to win tickets to the show.
Gerry Williams, Board Director at Space, says: “We have developed a campaign that will educate both consumers and the trade that Birra Moretti is the authentic Italian beer. The campaign’s core focus is to encapsulate and communicate the brand’s strong Italian identity driving brand awareness and creating a shift in consumer consideration to trial of Birra Moretti across all social occasions”.
Jason Wills, Senior Brand Manager, World beers at Heineken UK, adds: “The ‘MORE Italian’ campaign devised by Space is an engaging concept, which works well to communicate Birra Moretti’s core brand values; it creates an excellent image and reputation as an authentic beer that really complements good food. The sponsorship of La Dolce Vita and our new partnership with the Caldesi’s will reinforce the brand’s quality credentials and underline the association between Birra Moretti and everyday Italian life among our UK target audience.”
Lorna Webley at Loudmouth PR. Tel: 01494 472226, e: firstname.lastname@example.org
Ben Powell at Loudmouth PR. Tel: 0207 981 9859, e: email@example.com
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