Birra Moretti has launched its biggest brand awareness campaign in three years, championing the sociable nature of life between friends and family in Italy. ‘Time for What Matters’ will launch with the brand’s first ever TV advert as part of a £2.5 million push, including experiential activity.

The TV advert brings to life Birra Moretti’s mission to remind consumers about the things that matter the most in life – good times with loved ones, great food and great drink. The 60-second advert and 30-second advert, both titled ‘Pull Together’ centre around an Italian family exasperated that their son is always rushing and always late, and encouraging him to take time out of his busy life and enjoy moments of togetherness over good food and drink.

The new campaign comes as the quality Italian beer, made in the traditional way since 1859, has experienced a period of excellent growth in the on-trade. Recent CGA Data has shown Birra Moretti is the fastest growing brand in the category, delivering significant volume and value growth at 69% and 71% respectively, leading the premium beer category[1].

The growth of Birra Moretti in the on-trade is a testament to consumers’ growing expectation of a strong food and drink offering that complement one another. As the fastest growing premium lager in the on-trade, much of the success of Birra Moretti can be attributed to this increase in consumers looking for better experiences, visiting quality bars and pubs with a great food and drink menu.

Gran Tour, Birra Moretti’s experiential activity for 2018 takes consumers on a regional taste experience of Italy, where they can learn how to create a selection of delicious Italian dishes, designed to perfectly complement the finest Birra Moretti range. Gran Tour, which is the biggest activation to date, appeared at Hyde Park British Summer Time festival, giving customers the chance to celebrate music, traditional Italian games and authentic Italian food, perfectly paired with a pint of Birra Moretti whose light crisp finish perfectly complements a range of dishes.

Birra Moretti will also appear at Jamie Oliver’s Big Feastival, Goodwood Revival and Summer Nights in Glasgow later this season, bringing family and friends together to live life in true Italian style.