Birra Moretti reframes dining culture in new campaign

Italian lager brand Birra Moretti has launched a new campaign titled “Mangiare come piace a noi” (Eating the Way We Like It), developed with Dentsu Creative Italy since 2025. The work continues the brand’s broader creative platform and focuses on reinterpreting contemporary food culture through a more informal lens.

The campaign argues that modern dining has become overly stylised and performative, distancing itself from the spontaneity of everyday meals. In response, Birra Moretti positions itself as a companion to more relaxed dining occasions, where food, beer and company take precedence over presentation.

Campaign film contrasts formality with everyday dining

At the centre of the initiative is a brand manifesto film that juxtaposes two contrasting dining environments. One depicts carefully staged, polished dining moments, while the other reflects informal, lived-in tables characterised by simplicity, shared food and a more relaxed atmosphere.

The film is directed by Enea Colombi and produced by Movie Magic. It is accompanied by the 1960s Italian song “Geghegè”, used to reinforce cultural familiarity and emotional tone.

The campaign spans television, digital, social, radio and out-of-home channels, with media planning handled by Dentsu. Regional billboard executions in Milan, Rome and Naples highlight local signature dishes to strengthen cultural relevance across Italy.

Strategy focuses on spontaneity in food culture

Niccolò Rigo, Group Chief Strategy Officer, dentsu Italy: "For years, perfection has shaped the way food is portrayed at the dinner table. Today, most Italians simply seek spontaneity in the way they eat. With this campaign, Birra Moretti gives voice to that growing sentiment."

The creative direction aligns with Birra Moretti’s positioning around Italian food traditions and shared dining experiences, emphasising unstructured moments as a defining aspect of its brand narrative.

The campaign reinforces the idea of the table as a social space shaped by informal gestures, conversation and everyday rituals rather than curated presentation.

www.birramoretti.com

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