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Birra Moretti unveils biggest marketing support programme to sustain soaring sales

Posted by: Aesop

Date added: Thu 21 Jun 2012

Authentic Italian beer commits seven- figure budget to extensive multimedia campaign through brand story telling agency Aesop

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Italian premium import Birra Moretti is building on its continuing success in the UK with its most extensive marketing package to date, created by brand story telling Aesop, encompassing advertising, sponsorship, social media, sales promotion and experiential marketing, to support sales in one of its most important markets. The ad campaign and experiential marketing have just started.

Its eye-catching consumer advertising campaign is back – bigger, better and more noticeable than ever, featuring the trademark Birra Moretti woman, who garnered so much attention last year that publications were queuing up to feature the ads. “The last thing we expected was for glossy magazines to contact us asking if they could publish the ads,” says Birra Moretti UK senior brand manager James Woodman.

Not only will the brand be advertised in newspapers and magazines, but its hugely successful event, Pizza in the Piazza, will double in size enabling twice as many people to enjoy great food, great company and great beer in some of London’s lunchtime hotspots. In addition, social media will see more activity as the brand embarks on a unique social experiment, which will take place in the next week.

And if that was not enough to show its commitment to the UK trade, Birra Moretti has just become the official beer sponsor of Jamie Oliver’s high profile event The Big Feastival in September. “Everything we do is designed to drive sales for our customers and to raise the profile of Birra Moretti throughout the crucial summer sales period and beyond,” Woodman remarks.

Moretti has quickly established itself as the authentic Italian beer for discerning drinkers and sales have rocketed. Now the fastest growing brand in the Heineken beer portfolio in the UK, sales increased 37 per cent last year and grew by 34 per cent in the first quarter of 2012 compared with the same period last year. Woodman comments: “We are dedicated to growing the market and responding to consumer demand; our investment in a comprehensive campaign reflects that commitment.”

The campaign centres around The Moretti Table, which encapsulates the authentic Italian approach to three of life’s great but simple pleasures: great food, great company and great beer. The table is quite simply where these three pleasures meet.

The iconic Moretti Table, which features in all communications from advertising to money- off vouchers, will be at its most visible at the Pizza in the Piazza events where Londoners will be invited to experience genuine Italian hospitality during their lunch break and after work. The events feature pizza making master classes with renowned Italian chef Giancarlo Caldesi using special dough made with Birra Moretti, as well as the opportunity to sample gourmet pizzas and a glass of great beer. The Birra Moretti girls will be out in force handing out money off coupons for both on- and off-trade redemption, plus competition leaflets and recipe ideas. The events take place at three of London’s busiest squares with an estimated footfall of over 250,000 people a day.