Italian beer brand Birra Moretti has launched its first ever campaign in the UK as it looks to build on a crest of growth that has seen sales of the Heineken-owned beer grow by 50 per cent over the last five years.
The ‘Moretti, Italian for What Matters’ campaign kicked off last week and is focussed on friends or colleagues getting together to enjoy drinking the drink together. Running predominantly across social and digital channels, the campaign consists of four creatives including encouraging consumers to ‘share a boxset’ of Moretti over sitting inside watching TV.
The brand last week revived its Gran Tour event, which saw Italian street food vendors come together with pasta making master classes and music as it continues to tie itself to authentic Italian events and food.
The decision to launch the campaign comes after sales of Moretti have grown by 50 per cent over the last five years, a figure that is set to reach 60 per cent by the end of the year according to David Lette, Heineken UK premium brands director, who told The Drum that the brewer has “big ambitions” for the brand.
“The brand has got to a level of awareness and size where we think it makes sense to invest more behind it. We have big ambitions for the brand and we believe that by landing both an experiential and a communication campaign we will be able to continue growing the brand at the rate that we are experiencing.”
Explaining the impetus for the growth, Lette said that Moretti hits a “sweet spot” for consumers who are hungry for brands that have provenance and a story to tell. “They want a beer that tells them a genuine story and one that is not out of sync with what they feel or want. They want something that has true provenance and has great taste.
“It has genuine provenance, genuine taste, and bringing that food pairing to life through the experiential campaigns has hit that sweet spot. It’s an accessible brand that has real authenticity to it.”