Birra Moretti is set to drive sales of its premium larger this summer with the launch of a new ad campaign.

Il Grande Invito[2][1]

The ‘Il Grande Invito’ activity consists of a new TV commercial, trade activation, PR and festival / digital activation. The campaign is estimated to reach more than 43 million people.

Heineken premium brands unit director, Iza Glodek, said: “Birra Moretti has achieved phenomenal growth over the last five years, thanks to a relentless focus on quality, authenticity and its unique Italian credentials. The continental premium lager sector continues to be incredibly strong, with Birra Moretti leading this growth.

“Food is proven to be a fantastic way to entice customers and what’s more, it’s perfectly aligned to our beer’s traditions. Through Il Grande Invito, our mission is to bring people together around the table this summer, creating long-lasting moments centred around food, and of course with Birra Moretti at the heart of this.”