Birra Moretti
Brand Experience

Creating Italian Magic at Ireland’s Premium Festival

the client

Birra Moretti


Brand Experience

Content Creation

the task

  • Create an authentic, premium experience to connect Birra Moretti and Festival goers at Electric Picnic
  • Develop an experience programme that would genuinely amplify the three main brand attributes; Authentic, Premium and Italian
  • Create organic ‘talkability’ and ‘shareability’ through media & influencer private dining events, and photo opps
  • Build post-event awareness with a paid social media campaign

the experience

Welcome to the Piazza Birra Moretti!

A festival experience that transported festival goers to a rustic Italian Piazza and immersed them in “Life’s Simple Pleasures” - good beer, good food and great company! A gathering for all to experience the magic of Italy’s ‘Aperitivo Time’!

We created a stand-out space, designed to replicate a traditional Italian piazza through exposed brick buildings, terracotta roofing, an authentic Italian trattoria,, with a high-rise clock tower in the ‘town square’ as a focal point for Aperitivo Time.

Throughout the day, Piazza Birra Moretti was an escape from the busy festival, where guests could have a beer, play games and listen to authentic Italian music from Luisa Annabali. Surprised guests with greeted with complimentary  Italian Gelato, wood-fired pizzas and cold beers. 

Everyday at 6PM, the clocktower chimed loudly, letting festival goers know it's ‘Aperitivo Time’! Orchestrated by an Italian actor, the crowd gathered for a collective “Salute” (cheers) moment where hundreds of guests raised their glasses in unison to celebrate this Italian tradition.

A six-piece brass band wove their way through the crowd for an impactful performance that got people up and dancing. Entertainment continued throughout the evening with various bands; New Brass Kings, The Hit Men Trio and DJ. A secret restaurant "Il Segreto" was also created, a 12-seater restaurant for invited guests, media and VIP's. The menu was a 3-course family-style meal curated by Dublin Pizza Co and hosted by an Italian actor who shared the story of Birra Moretti and Life's Simple Pleasures!

The outcome

Footfall was at a max capacity every evening to close (500 Pax)

11 Musical performances across weekend

300 x complimentary Birra Moretti beers specifically at Aperitivo Time to ensure guests had a drink for the group cheers.

Content created on Instagram stories posted each day after the festival receiving reach of:> 2.3m impressions> 124,914 video views> 45,154 completed video views

The Secret Restaurant "Il Segreto" aimed to create talk-ability and share-ability. 

  • Delivered 11 sold out  restaurant bookings to a total audience of 132 VIP's, media, influencers and special guests.
  • The tablescape, presentation of the food and menus were all designed to be "Instagrammable" with strong focus on branding 
  • The bespoke photo op had a digital aspect where guests could opt-in to receive a digital copy. 

Over 350 guests opted-in for a digital print, whilst approx. 500 took a printed polaroid home.

Our Sharable content reached of over 100,000 people.

the feedback

the feedback

the feedback

the feedback

What our clients say about us
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“I’ve found that Jamie, Brian and the extended Fuel team continually raise the bar in the delivery of the Nissan brand activation and I would not hesitate to recommend their services.”

James McCarthy, CEO, Nissan Ireland

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