Raise awareness of Birra Moretti in the target market and encourage trial.
'Casa Moretti' (Italian for 'house of Moretti') encourages busy British workers to enjoy the simple pleasures of traditional Italian lifestyle: great beer, great food and great company.
1. A press advertising campaign featuring an enigmatic Italian beauty drove readers to the Casa Moretti Facebook page.
2. This page provided information about the events, spread the story and allowed visitors to enter a Long Lunch draw.
3. Pizza in the Piazza events (free, open-plan cookery classes in squares around London) allowed people to take an active role in the Birra Moretti story and share it with colleagues, friends and family.
Drink Italian. Eat Italian. Live Italian.
Media readership: 16,626,000
Pizza in Piazza (footfall): 250,000
Long Lunches (rich experience): 240
PR coverage by circulation figures: 9,313,542