Poretti pays homage to the table ritual of serve and food pairings in its Made For The Table campaign
Birrificio Angelo Poretti unveils its new ‘Made For The Table’ campaign, marking its official foray into the UK TV space as an Italian beer made especially for pairing with food. Paying homage to the table where great food, company and beer come together, Poretti sets the stage as the perfect accompaniment for good times.
The ad campaign, shot by creative agency Pablo, showcases a range of scenarios set around a dining table for celebratory occasions and intimate moments; a group of friends at dinner, a couple on a date and a busy family scene as everyone crowds around the table. These treasured moments centre around Poretti’s presence at multiple hosting occasions with the campaign providing a nod to its Italian heritage and Mediterranean roots.
Founded in 1877 by Angelo Poretti in Valganna, a small town 30 miles north of Milan, Italy - the brewery has been producing beers specifically to enhance dining moments for over 140 years. Its lager comprises a blend of four hops including Columbus and Zeus, which are known for their herbal and peppery notes and provide a full-flavoured taste. The resulting lager contrasts, complements and cuts through food beautifully. Recommended with all kinds of food from around the world, and of course with crowd-pleasing Italian favourites, Poretti will be served tableside in a bespoke carafe made to retain aroma, effervescence and to encourage the sharing of beer at the dinner table. The brand is owned and distributed in the UK by Carlsberg Marston’s Brewing Company.
“Carlsberg Marston’s has a multimillion-pound investment in Birrificio Angelo Poretti as we see a great opportunity for success in the UK. The world lager market continues to grow at scale and this is complemented by the vibrant dining scene in the UK. This is why we see a gap for a new premium Italian brand that is brewed specifically with food in mind and has a rightful place at mealtimes. As time has passed, beer seems to have lost its place at the dining table with other drink choices such as wine taking its spot in the UK. We hope to spotlight beer’s rightful place at the dining table and Poretti is the perfect brand to do so,” says Dharmesh Rana, Director of Marketing, World Beer at Carlsberg Marston’s Brewing Company.
The cross-platform ad campaign will air from 11 April and run for 9 weeks on TV and broadcast video on demand (BVOD). Supporting the Made for The Table marketing campaign, Poretti will also be appearing as part of a calendar of UK-wide food festivals, including Taste London as the ‘Poretti Piazza’ experience.
Poretti is stocked in major retailers including Tesco, Sainsbury's, Waitrose, Ocado and is newly listed in Morrisons and Co-Op as well as in wider off-trade. It is also available in approximately 2,500 on-trade restaurants and bars across the UK.