Birra Moretti promotes its unique ‘Deliver-a-Nonna’ service in new campaign via UM

Birra Moretti, Italy’s favourite beer, is set to captivate Melbourne as it brings an authentic touch of Italian culture to Australia throughout January in a new campaign to celebrate the launch of its trailblazing Moretti “Deliver-a-Nonna” service via UM,  Still Rep / PMG / Mavel Group and Maven PR.

For over 160 years Birra Moretti has prided itself on giving beer lovers a truly authentic taste of Italy. This summer the brand will create a truly unique to-category immersive experience bursting with Italian culture, traditions and of course food. This initiative aims to enhance brand awareness and drive participation with the trailblazing Moretti “Deliver-a-Nonna” service. With over 1.1million Australians claiming Italian heritage and a large part of them residing in Melbourne, the city already boasts a deep Italian influence, this campaign is set to take Nonna’s cooking & tradition to all Melbournians.

From today until the 11th February, consumers will have the opportunity to win one of three exclusive authentic Italian dining experiences, curated and prepared by authentic Italian grandmothers in the comfort of their own homes. Nonna will be hitting the streets of Melbourne in a classic Fiat 500 and will arrive at lucky consumers’ homes with everything she needs to make a three-course meal for them and four friends paired with Birra Moretti. To participate, customers simply need to purchase a six-pack of Birra Moretti at any bottle shop and register their details at www.birramoretti.com/deliver-a-nonna.

For aspiring chefs, the knowledgeable Nonna will also be on hand to share traditional skills and best kept secrets during the evening, to help guests recreate the dishes for themselves and their loved ones at home in the future.

Says Anna Pascuzzo of Rosa’s Traditional Italian Cooking & Classes, dedicated Nonna: “A shared meal at the table is at the heart of Italian culture and I’m excited to share this with the rest of Melbourne. In every recipe enjoyed throughout the Birra Moretti experience, you’ll find ingredients, a legacy of love, family tradition passed down through generations and a taste of what it’s like to live authentically Italian.”

The campaign will seek to add to the city’s heightened energy and enthusiasm throughout the busy summer months as well as contribute to elevating the gastronomic experiences that Melbourne is so used to.

Says Dino Bozzone, country manager at Birra Moretti: “Birra Moretti is an embodiment of authentic Italian culture, and we’re thrilled to bring our Nonna’s who are an integral part of the Italian home to Melbournians through our Deliver-a-Nonna service. Whether consumers have been to Italy or not, this at-home immersive experience is designed to inspire consumers to live just a little like an authentic Italian and experience la bella vita.”

A fleet of roaming fiat 500s will be used to promote the campaign through Melbourne CBD and bring an authentic touch of Italy. The campaign will be further bolstered by street posters in iconic sites and paid social media ads through the Birra Moretti Instagram and Facebook pages through dark posts geo-targeted towards the Melbourne consumer base.

For consumers to join the Birra Moretti celebration and stand a chance to win a unique authentic Italian dining experience, they simply need to purchase a six-pack of Birra Moretti at any bottle shop and register their details at www.birramoretti.com/deliver-a-nonna

Client: Birra Moretti Australia, Lion
Production: Still Rep / PMG / Mavel Group
Director & Photographer: Josh Robenstone
Media: UM
PR: Maven PR