In 2018, Birra Moretti inspired the UK to make time for what matters by spending time with the people you love over a beer and good food. Too often we focus our time on work and it’s all too easy to let down our family and friends as we know they will forgive us. St Luke’s worked with Birra Moretti to create an advertising campaign that playfully showed the benefits of living life the Italian way to inspire the nation to make Time for What Matters – a bold Agenda Setting Idea to shake up the day to day routine and push life forward.
In 2019, we wanted to not only inspire people to live a different way but also enable them to take action. St Luke’s agenda was to position Birra Moretti as the connoisseur of the Italian way of life. We invited the UK to participate in Il Grande Invito, a nationwide activation campaign encouraging people to make time for each other. We asked people to get together around the table with the people who matter most for great food, great beer, and great times. We designed a summer of activations to allow people to get together at festivals, at home, or in a local restaurant, supported by creative across social, digital, OOH, PR and retail partnerships.
To kick off the campaign last week, celebrity chef Gennaro Contaldo opened the doors of Trattoria Birra Moretti – the world’s first ‘Bring Your Own Table’ restaurant. Guests at Trattoria Birra Moretti were treated to a free six course meal at the pop up restaurant in Covent Garden with one small catch – they had to bring their own table. We invited people to carry their tables – any kind of table – to the restaurant for an unforgettable experience, enforcing the message that it’s the people you bring together around the table that matter most.
Developed in line with our 2018 strategy, St Luke’s collaborated with Cow PR and activation agency Space to bring Trattoria Birra Moretti to life and drive awareness of the brand and campaign message.
Running communications across TV, digital, and social media, Birra Moretti have a summer of activations lined up. From 5th-12th July, Piazza Birra Moretti will be opening again at British Summertime Hyde Park, with a competition to win festival tickets. Deliver-a-Nonna – a new dine-in foodie experience that swaps takeaway pizza for the delivery of an Italian grandmother to your home to cook for your family and friends – takes place from 22nd-27th July. To find out more about the campaign, visit ilgrandeinvito.birramoretti.com.