Peroni Nastro Azzurro’s ‘Walk With Us’ global ad campaign reflects the heart of Italian culture as doors to UK pubs, bars and restaurants begin to open up again on a wider scale
Peroni Nastro Azzurro, the UK’s Super Premium beer brand, had recently launched a new global advertising campaign, ‘Walk With Us’ to reflect the heart of Italian culture as doors to UK pubs, bars and restaurants begin to open up again on a wider scale. The message focuses on the time-honoured Italian tradition of La Passeggiata – an early evening ritual which Italians routinely take – to walk, connect and socialise.
A salute to Peroni Nastro Azzurro’s Italian roots, the ‘Walk With Us’ campaign will go live across TV, radio, video on demand (VOD), OOH, print and social media, and is spearheaded by a letter, ‘From Italy to the World’ to highlight the feelings people will have experienced in recent months.
People who may now have a renewed sense of appreciation for the things that they may have taken for granted – even something as simple as a walk. In addition, over one million premium recyclable cups and 250,000 four-pint carriers were made available to help operators with a flexible offering when restrictions were eased on 4 July.
Synonymous with great taste, quality and style, Peroni Nastro Azzurro is the number one brand that consumers want to be seen drinking. As pubs, bars and restaurants started to reopen, brands that deliver on value, and will be sought out by consumers, will be more important than ever.
Industry forecasts indicate that the GB On-Trade will be operating significantly below pre-lockdown volume so ensuring that the range available makes the most of footfall profit opportunity is key. By incorporating Peroni Nastro Azzurro, and maintaining a balanced range with options from Standard to Super Premium, operators can maximise sales and the revenue opportunity.
“These are strange times and circumstances that we couldn’t have imagined having to navigate through. The situation faced in the retail and hospitality sector is completely unprecedented, and, as a supplier to businesses of all sizes, we are on overdrive to find ways to support our valued customers – as well as the communities in which we operate” said Tim Clay, Managing Director, Asahi UK, reflecting on the campaign.
“It will be a tricky road to recovery for many, so we continue to work with and listen to our customers to see how best we can help support them. We hope that the ‘Walk With Us’ campaign resonates with both consumers and operators, as we all try to reconnect with the places and pastimes we enjoy the most.”