Spreading festive joy into the off-trade this year
DRINKS giant Heineken UK has rolled out a major new campaign for Birra Moretti, inclusive of a new pack design for Christmas.
Live from 29 October, the campaign will be supported by a £2.4million investment and includes a TV advert, OOH activations and limited-edition packaging redesign to ensure adult consumers don’t miss the campaign.
Across grocery, wholesale and convenience channels, the new festive packs will roll out in 10x330ml, 12x330ml and 18x330ml multipack formats of Birra Moretti L’Authentica from 29 October. The packaging will adorn bespoke Birra Moretti snowflakes with a foil finish to help increase stand-out on shelf and appeal to those consumers who are heading to a Christmas party this season or hosting their own.
The brand is also offering a gift with purchase mechanic across its 12x330ml packs, offering 15,000 festive baubles in addition to the lager which Heineken said will support retailers in offering their customers some additional value in their shops.
Retailers can also find out more about the Birra Moretti campaign and how to maximise sales from the beer category this Christmas by visiting Heineken’s dedicated platform Star Retailer.
Gemma Sapstead, senior brand manager for Birra Moretti at Heineken UK, 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.”
