The Brief

Birra Moretti was launching Live Italian – a three-episode brand-funded TV series designed to inspire people to make time to embrace everyday life’s simple pleasures and make the most of the things that really matter. Our brief? To create an impactful comms plan that drove maximum buzz, conversation, and excitement pre and post-launch, generate series views and educate consumers on what it really means to ‘live Italian’.

The Big Idea

Our response was a robust publicity plan and three-phased approach starting with a hard-working press office strategy that announced the impending Live Italian launch to TV, news, and consumer press alongside the show’s trailer and celebrity protagonists Maya Jama, Lawrence Dallaglio and Jack Whitehall.

Leveraging the popularity of our talent, we went on to secure interviews in hard-to-reach titles such as Good Morning Britain, Grazia and The Guardian. We strategically negotiated interview opportunities that enabled the celebrities to speak passionately and authentically about the show, and their retrospective episodes, and deliver in-depth messaging around Birra Moretti and their individual takes on the Live Italian motto. From Jack’s mouth-watering culinary exploration across Tuscany to Maya’s musings from a musical Milan and finishing up with Lawrence’s sports immersion and return to his family roots in Turin, the Live Italian experience came through impactfully and authentically in each piece of coverage.

The pre-launch media strategy consisting of additional tactics including reviews, listings, and showbiz pitches, culminated in a screening event – offering media and stakeholders a sneak peek of episode one. Taking creative cues from the show, we transformed Curzon Cinema in Hoxton into a little slice of Italy, and immersed audiences in the food-focussed episode, by serving dishes such as Pappardelle Tartufo Bistecca and plenty of Birra Moretti on tap so they too could experience the quality and flavours of the dishes on-screen. Finished off with a special appearance and Q&A with the star of the first episode Jack Whitehall, enabling guests to hear first-hand about his experience filming and the art of enjoying life’s simple pleasures.

The Results

The Live Italian campaign was a knockout success with media, influencers, stakeholders and most importantly viewers. We secured coverage in over 57 tier-one titles and TV slots including the Daily Telegraph, Daily Mail Weekend and Grazia, as well as popular early morning TV and radio breakfast shows such as Good Morning Britain, Chris Evans on Virgin Radio and TalkSport. This, combined with the event, which was attended by a plethora of TV writers, and over 100 stakeholders, resulting in over 100k streams of Live Italian within its first week of launch.