Birra Moretti invites millions of people to get together around the table as it launches “Il Grande Invito” – its biggest campaign to date

  • Birra Moretti – the UK’s fastest growing beer brand[1] – has unveiled a new integrated campaign, including a TV commercial, PR, digital, trade and consumer experiential events, to bring people together around the table this summer
  • Il Grande Invito encourages people to make time for what matters – great beer, great food and great times
  • Watch the 30 second TV commercial now here 

Italian lager, Birra Moretti, is setting its sights on bringing millions of people together this summer in an ambitious campaign that will see the launch of a TV commercial, digital, trade activation, PR and festival activation.  The campaign will be the Italian lager’s biggest campaign to date and will continue to boost Birra Moretti’s position as the fastest growing beer brand in the UK.[2]

Il Grande Invito, meaning ‘the big invitation’, will see millions of people encouraged to gather together around the table over great food and beer, to make time for what matters – family and friends.

Encompassing a series of consumer events, Il Grande Invito puts Birra Moretti at the forefront of convivial dining occasions, while reinforcing HEINEKEN’s “Great with Food” category from The Greenpaper.

Over the coming months, Birra Moretti will run a major TV campaign, along with in in store activations, a major PR campaign, an extensive digital activation and a major experiential activation at one of the UK’s leading festivals Barclaycard Presents British Summer Time at Hyde Park.

Airing on 15th April, the brand’s popular TV commercial (re-positioned to promote Il Grande Invito) kick-starts the summer of bringing people together around the table – with continental premium lager Birra Moretti at the heart of these social occasions. The playful advert is a celebration of Birra Moretti’s authentic heritage, showcasing a family coming together around a table for lunch in a picturesque Italian town and highlighting the importance of making time for what matters, an integral part of Italian culture.

Iza Glodek, Premium Brands Unit Director at HEINEKEN, says: “Birra Moretti has achieved phenomenal growth over the last five years, thanks to a relentless focus on quality, authenticity and its unique Italian credentials. The continental premium lager sector continues to be incredibly strong, with Birra Moretti leading this growth. 

“Food is proven to be a fantastic way to entice customers and what’s more, it’s perfectly aligned to our beer’s traditions. Through Il Grande Invito, our mission is to bring people together around the table this summer, creating long-lasting moments centred around food, and of course with Birra Moretti at the heart of this.”

Continental premium lager has become a force to be reckoned with in recent years; the category is worth over £463m to the UK Off-Trade and is growing at +25% in value annually[3]. Birra Moretti – which currently holds the crown as fastest growing beer brand in the UK – has delivered 125% value sales growth in the last year[4]. The beer’s classic, refreshing taste has achieved widespread appeal amongst a range of consumers and its pale colour and carbonation makes it light enough to complement almost all food types, meaning it pairs well with nearly any dish. As such, we will be looking to support retailers with beer and food link up activations in the coming weeks and months.

This multi million pound campaign will establish Birra Moretti even further as leader in the UK beer category where it has shown exponential growth. The campaign is estimated to reach over 43 million people, and 87% of 24-44 year olds.

The multi-media campaign was created by Birra Moretti’s creative agency St Luke’s; the TV commercial aired on 15th April and will roll out to VOD and social. Birra Moretti will also be launching a brand-new digital hub where consumers can find more information about Il Grande Invito. The hub is due to launch w/c 15th April 2019 and is available at www.ilgrandeinvito.birramorreti.com.

[1] Combined CGA and Nielsen MAT value growth (£m) to 23/02/2019

[2] Combined CGA and Nielsen MAT value growth (£m) to 23/02/2019

[3] Nielsen GB Total coverage, Value sales MAT % ch vs YA to 23.03.2019

[4] Nielsen GB Total coverage, Value sales MAT % ch vs YA to 23.03.2019