Birrificio Angelo Poretti is giving shoppers the chance to win the trip of a lifetime, “transporting shoppers into a surreal world inspired by the Lakes of Northern Italy,” with a new on-pack promotion designed to drive excitement and boost sales.
The campaign offers consumers the opportunity to win every week, with ten Grand Tours of the iconic Italian Lakes - Maggiore, Como and Garda - up for grabs.
The activity builds on Poretti’s strong growth momentum, and is designed to capture the nation’s attention ahead of key socialising moments – from match days to bank holidays, it added.
Shoppers also have the chance to win one of 500 instant prizes in the form of £150 Virgin Experience Days gift cards to access experiences that defy the norm.
Dharmesh Rana, brand director for premium brands at Carlsberg Britvic, said: “We’re looking to bring the eccentric lifestyles of the locals around The Lake to lucky shoppers, delivering a mix of Italian provenance, timeless aesthetic and surrealism. The promotion is part of our key heavyweight summer investment, ensuring we maximise a critical trading moment in the year.”
The promotion will be supported by a multi-million OOH campaign, spanning TV and paid-social as part of the brand’s ongoing ‘surrealist’ Welcome to the Lake campaign. With placements around key socialising moments, and flagship programming to capture the nation’s attention, the campaign is set to continue the momentum Poretti is currently on.
Available in-stores across the off-trade until 19 July, the promotion runs across a range of SKUs including the 440ml and 568ml cans, the 660ml bottle, 10x and 18x440ml can multipacks and the 12x330ml bottle multipack. In stores, the campaign will be supported by POS to maximise visibility.
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