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The story of the authentic Italian beer

Activation | Advertising | Experiential

Birra Moretti was struggling to get its voice heard in the crowded UK beer market. We used the brand’s authentic heritage to tell the story of the real Italy.

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A world away from the fast cars and couture collections of its flashy main competitor, the Birra Moretti tale revolves around the humble table – where Italian life comes together.

SOCIAL EXPERIMENTS
First, we tempted office workers away from their desks with the promise of an alfresco lunch around The Moretti Table. This social experiment saw harried Londoners rediscover the simple pleasures of life – Italian style. With Pizza in the Piazza, the City was once again introduced to the lost art of communal dining.

ITALY LIVE
For the final chapter of the Moretti story we brought Tuscany to Soho via a live satellite link, where diners were invited to share in the authentic customs and heartfelt values of the real Italy. With the Moretti Table table taking centre stage, we used it to celebrate what’s really essential in life: great food, great company and great beer.

The MoralDrink Italian. Eat Italian. Live Italian.

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