Heineken UK is rolling out a major campaign for its Italian lager brand, Birra Moretti. Live from 29th October, the campaign will be supported by a £2.4m investment and includes a TV advert, OOH activations and a limited-edition packaging redesign for the festive season.
Birra Moretti launched its ‘Enjoy Life’s Simple Pleasures’ marketing campaign this summer, highlighting not only its quality credentials as a premium lager, but also its Italian provenance. The latest push will see the campaign receive a festive makeover, with assets highlighting the importance of connecting with family and friends over a meal (and beer!) during the festive period.
Across the grocery, wholesale and convenience channels, new festive packaging will be rolled out for 10x330ml, 12x330ml and 18x330ml multipacks of Birra Moretti L’Autentica from this week. The packaging will adorn bespoke Birra Moretti snowflakes with a foil finish, increasing standout on shelves.
The brand is also introducing a gift with purchase mechanic across its 12x330ml multipacks, offering 15,000 festive baubles in the shape of the iconic Italian ape, which will be available in Sainsbury’s.
Gemma Sapstead, Senior Brand Manager – Birra Moretti at Heineken UK, commented: “Christmas is one of the biggest trading periods for Birra Moretti and we’re excited to be running our festive campaign for the second year running. This will provide an opportunity for retailers to elevate the brand and drive premiumisation, further encouraging customers to Enjoy Life’s Simple Pleasures this Christmas.”
