Birra Moretti is inviting people to see what it means to enjoy life the Italian way, via a three-part TV series, ‘Live Italian’, which will be available on Prime Video from Friday 10 March. The brand-funded programme will see Jack Whitehall, Maya Jama and Lawrence Dallaglio document their respective journeys across Italy, taking time out of their hectic lives to discover what it truly means to slow down, enjoy life’s simple pleasures and really ‘live Italian’.
Created by Electric Robin, the series marks Birra Moretti's first move into long-form content brand storytelling, as it looks to connect with consumers in an authentic, credible way whilst using well-known UK talent to connect with a wider audience.
Spanning the worlds of food, sport, and music, each 45-minute episode will see one of the celebs paired up with an Italian expert who will introduce them to everything the country has to offer.
The series kicks off with Jack Whitehall, as he embarks on a culinary tour of Tuscany – home of the Italian renaissance. The second episode sees Maya Jama discover the role music plays in Italian culture, whilst the third and final episode sees Lawrence Dallaglio renew his long-standing rivalry with Martin Castrogiovanni as they take on traditional Italian sporting challenges.
Live Italian will be supported by an integrated ATL campaign, including a nationwide out of home campaign going live across key UK cities, including London, Birmingham and Edinburgh. The campaign will also be supported across social media with digital ads going live from Friday 10 March across Facebook, Instagram and YouTube.
“Live Italian marks a major milestone, as the brand makes its first move into long-form content,” said Heineken UK Marketing Director, Michael Gillane. “Working with well-known UK talent such as Jack, Maya and Lawrence bring [sic] the brand – and the Italian way of life – directly to consumers in an entertaining way that we hope will stimulate conversations in bars and dinner tables across the UK.
Birra Moretti celebrates life’s simple pleasures, and it’s this ethos that has been at the heart of the brand since its foundation over 160 years’ ago. We hope the series showcases that when you make time for what matters and live life the Italian way, you can live a more joyful life.”