Birra Moretti Launch First Global Campaign: The Home of Life’s Simple Pleasures

In Bar Business

Birra Moretti’s uplifting 30 second film showcases Italians’ love of the small but important things in life – good food, good company, and great beer.

Bars might want to get some extra Birra Moretti in the fridges when opening their gardens on April 12th to what will no doubt be a very thirsty public. The Italian brand’s first global campaign kicks off on April 1st, with a 30 second film directed by award-winning filmmaker Martin Aamund showing on British televisions throughout this month.

Shot in the Italian city of Arezzo in Tuscany, the ad features a young Italian man, Fabrizio, who ingeniously utilises a bucket, a rope and his neighbours’ community spirit to gather the ingredients for the perfect afternoon aperitivo, in exchange for an ice-cold Birra Moretti delivered direct to their balcony. The scene echoes the sense of community spirit and togetherness which helped people all over Italy find joy amidst a global pandemic, when opera singers and musicians took to their balconies to entertain their neighbours.

Brand Unit Director Matt Saltzstein said: “Italians are famous for enjoying the simple things in life, but those moments don’t just happen. Instead, people in Italy stop and make time for them – and never more so than right now. We know consumers increasingly value experiences over material possessions and we’ve seen in the last year how inventive they’ve been in creating moments that matter with each other during lockdown. Birra Moretti’s mission has always been to get people to enjoy life’s simple pleasures – whether physical or virtual! By helping them feel part of the authentic stories of Italy, we want to inspire them to stop and embrace the Italian way of life with great food, great company and great beer.”

Director Martin Aamund adds: “It’s great to be part of this wonderful campaign, especially at a time when life’s simple pleasures have become more important than ever. Being able to get around the table with friends and family over great food and drinks is something all of us are looking forward to. I hope this campaign gives people some joy and inspiration that good moments are ahead.”

Watch ‘The Home of Life’s Simple Pleasures’ on YouTube

Birra Moretti is the fastest growing beer in the UK over the past 5 years*, and following successful launches in Romania, Ireland & Switzerland over the last 2 years the brand is set to launch in the Netherlands, Serbia & Germany in early 2021. The Home of Life’s Simple Pleasures will be rolled out in the UK on TV & video on demand from today. It will also feature digital, outdoors, e-commerce, off-trade, social, PR activations as well as several additional customer promotions linked to seasonal moments throughout the year. (*source: CGA strategy Oct 20 GB Value MAT TY V 4YA)

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