What We Did
B. Angelo Poretti
Finding a seat for beer at the dining table
What We Did
the brief
Birrificio Angelo Poretti is an authentic beer brand with a range of beers specifically crafted with varying styles and taste profiles to be the perfect accompaniment to food. Being relaunched in the UK with additional variants, they asked us to help challenge the role of beer at the dining table, stealing share from wine to own the ‘with food’ occasion during quality dining experiences.
The Challenge
Wine continues to be the go to choice during elevated dining occasions. In recent years there have been an increasing number of chefs and restaurants who are challenging the status quo by introducing beer to their menus but there are still huge cultural barriers when it comes to considering pairing quality food with beer, both at an outlet and consumer level.
the solution
To change established beliefs and behaviours we needed to create a campaign supported by POS and trade activation that would resonate with ‘Foodie Tastemakers’, an influential audience who are open minded, curious, willing to experiment and ultimately drive change, setting trends that others will follow.
‘Foodie Tastemakers’ are increasingly adventurous in their tastes, actively seeking out new flavour combinations, tastes and cuisines. To win this group, we needed to differentiate the brand from the category, challenging established norms to create a sense of discovery whilst demonstrating how when paired with food, Birrificio Angelo Poretti opens a whole new world of flavour.
Borrowing codes and language from the world of wine, we were able to position the brand within elevated food occasions and encourage our audience to reconsider beer’s role at the dining table.
