Beer brand Birra Moretti has drawn on its Italian roots in a new campaign that aims to develop its association with ‘food occasions’.
The Moretti Movement, created by Space, looks to push the brand’s positioning of "enjoying good food and beer with family and friends" through authentic Italian events and on-trade experiences.
The campaign kicks off this summer with live ‘Gran Tour’ experiences in Manchester and London to celebrate authentic regional Italian street food “in a modern way”.
Pop-up Italian street food markets will be held in Manchester’s Old Granada Studios (17 – 20 July) and London’s Factory Seven (31 July – 3 August), with vendors including Pizza Pilgrim, Gurmetti and Cooking Cooks.
As part of the campaign, Birra Moretti will also sponsor Jamie Oliver's Big Feastival 2014, where there will be two Moretti bars.
David Lette, Heineken UK premium brands director, commented: “Sales have shown that there is an increasing demand for our brand within the UK market. We want to continue to engage, educate and drive consumers to understand and believe in us and our values. We want them to become part of The Moretti Movement.
“Core to this success is a greater understanding of authentic Italian food and drink occasions. Space has created a set of experiences to drive that priceless engagement through our history and values.”
Meanwhile, on-trade activity will run throughout the summer months to grow distribution for the brand and provide food-orientated establishments with an “added value experience” inviting drinkers to enjoy a taste of Italy when they order a Moretti.