Heineken UK is supporting its Italian lager brand Birra Morretti with a £2.4m marketing push, designed to make the brand “unmissable” over the festive season.
Live from 29 October, the campaign will include a TV advert, OOH activations and limited edition packaging.
New festive packaging will be rolled out for 10x330ml, 12x330ml and 18x330ml multipacks of Birra Moretti L’Autentica.
As part of the OOH activity, a 4D billboard at London’s Piccadilly Circus invites passerbys to scan a QR code and share a Birra Moretti gift with a loved one. Meanwhile, at Waterloo Station, an installation will invite travellers to take home a bespoke festive ape bauble.
Gemma Sapstead, senior brand manager at Birra Moretti said: “Christmas is one of the biggest trading periods for Birra Moretti and we’re excited to be running our festive campaign for the second year running. This will provide an opportunity for retailers to elevate the brand and drive premiumisation, further encouraging customers to Enjoy Life’s Simple Pleasures this Christmas.”
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