Birra Moretti brings Italian culture to UK

Italian lager Birra Moretti is running a campaign to highlight the brand's association with family and fresh food.

Casa Moretti aims to bring Italian culture to Britain's lunchtimes, with the brand continuing its partnership with chef Giancarlo Caldesi.

Consumers will be able to cook lunchtime pizzas with Caldesi and attend cookery classes with the chef to serve an Italian-style long lunch to friends and family.

The campaign will be advertised in the press and Birra Moretti's Facebook page will urge consumers to join al fresco pizza making sessions with Caldesi.

Around 120 people will attend each event, held from 11am to 4pm from 27 to 29 July at high profile London locations, and receive a voucher to claim a free Birra Moretti st nearby pubs, restaurants and bars.

The Casa Moretti long lunches will be held at three London restaurants and gastropubs in August with Caldesi hosting a morning cookery session at each venue.

There will be chances to win places at the cookery sessions through Facebook and the participants will then host a table and serve up their cooking to friends and family.

"Food is an essential part of Italian culture, and I'm delighted to be working with Birra Moretti to encourage people to make their lunchtimes special," said Caldesi. "The authentic pizzas we'll be making at the Casa Moretti taster session are a great weekday lunch, while the longer, relaxed family meal is at the heart of the Italian lifestyle."

Advertising images will include a 1950s style Italian woman drinking a glass of the lager.

James Woodman, Birra Moretti brand manager, says: "The image of the woman drinking Birra Moretti has strong associations with the brand in Italy, and we're delighted to be introducing her to our UK customers."