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Birra Moretti celebrates Italian heritage with ‘Moretti Movement’

Thursday July 17, 2014 at 1:16pm
Leading Italian beer brand Birra Moretti is running ‘The Moretti Movement', a campaign that celebrates the brand's authentic Italian heritage and develop its associations with food occasions. ‘The Moretti Movement’ reinforces the brand’s values and principles of enjoying good food and beer with family and friends through authentic Italian events and on-trade experiences that will engage, educate and drive drinkers to join the movement. This activity will run alongside a campaign in the on-trade. Both the consumer and on-trade campaigns have been created for the brand by integrated agency Space. ‘The Moretti Movement' kicks off this summer with live ‘Gran Tour’ experiences in Manchester and London celebrating authentic regional Italian street food in a modern way. The ‘Gran Tour’ references upper-class European tourists who toured round Europe in the 18th and 19th Centuries, experiencing cultural, artistic and culinary delights. Pop-up Italian street food markets will be held in Manchester’s Old Granada Studios (July 17 – 20 2014) and London’s Factory Seven (July 31– August 3), dressed with genuine Italian signage and with a contemporary but rustic décor to generate an authentic Italian drinking and eating experience. Guests will be hosted by Italian Maître Joe Hurd, who will take them on a Gran Tour journey to sample food from premium street food vendors, each representing a different region’s cuisine. Vendors include Pizza Pilgrim, Gurmetti and Cooking Cooks. Meanwhile, on-trade activity will run throughout the summer months to grow distribution for the brand. It will provide food-orientated establishments with an added value experience, inviting drinkers to enjoy a taste of authentic Italy when they order a Moretti. Licensees will be encouraged to join ‘The Moretti Movement’ with support kits consisting of A4 boards, table-talkers and behind-the-bar quality Italian snacks: a bag of Moretti Piccolos, supplied by Crosta & Mollica. As part of the campaign, Birra Moretti will also be a sponsor at Jamie Oliver's Big Feastival 2014, where there will be two Moretti bars. David Lette, HEINEKEN UK premium brands director, says: “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.”
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