Birra Moretti’s new campaign “Mangiare come piace a noi” (Eating the Way We Like It) launched on 19 April, marking the next phase of the creative platform developed with Dentsu Creative Italy since 2025.
The premise is simple. Food culture has become overcomplicated. Between overly curated experiences and performative dining, the spontaneity of a real meal has lost its focus. Birra Moretti is reclaiming a shared truth. “Mangiare come piace a noi” is a toast to the informal table: authentic food & beer, easy company, no posturing.
At the heart of the campaign sits a brand manifesto film that in the typical playful tone of voice of Birra Moretti, shows with a contrast what it means to “Mangiare Come Piace a Noi”. On one side, all polished surfaces and rehearsed poses. On the other, the table as most people actually know it: made of good, simple food with a touch of messiness and warmth. The two worlds come together to the sound of “Geghegè,” a 1960s song woven into Italy’s musical heritage, heightening the emotional resonance and recognisability of the work.
The campaign is part of a longer strategic arc for the brand, which rightfully propose Birra Moretti as the best companion for the Italian tables and the country’s deeply rooted food culture.
Directed by Enea Colombi and produced by Movie Magic, the film anchors a broader communications ecosystem across TV, digital, social, radio and out-of-home. Media planning by dentsu includes localised billboard placements in Milan, Rome and Naples, each celebrating the signature dishes of its city.
“For years, perfection has shaped the way food is portrayed at the dinner table. Today, most Italians simply seek spontaneity in the way they eat. With this campaign, Birra Moretti gives voice to that growing sentiment.” Niccolò Rigo, Group Chief Strategy Officer, dentsu Italy
With this work, Birra Moretti reaffirms its role as a champion of Italian food culture, celebrating the beauty found in spontaneity and the pleasure of eating together. The table, after all, is built on unguarded gestures, shared laughter and ordinary moments that stay with you.
Credits:
Client: Heineken Italia
Marketing Director: Michela Filippi
Marketing Manager Birra Moretti: Lotte Nijenhuis
Senior Brand Manager: Maria Florencia Marino
Junior Brand Manager: Arianna Padulazzi
Creative Agency: Dentsu Creative Italy
Chief Creative Officer SEMENAT: Riccardo Fregoso
Executive Creative Director: Stefano Battistelli
Creative Directors: Filippo Di Lorenzo, Beatrice Pettinelli
Copywriters: Roberto La Rocca, Francesco Brioschi
Art Director: Federico Caronna
Head of Design: Laura Liguori
Senior Designer: Stefano Trolese
Senior Motion Designer: Nicolò Frontini
Creative Progress Director: Antonella Vicari
Business Director: Federica Papetti
Client Service Director: Chiara Tranquillino-Minerva
Client Supervisor: Federica Mileti
Client Manager: Carla Salaris
Group Chief Strategy Officer: Niccolò Rigo
Strategy Director: Gaia Ottaviano
Senior Strategist: Giulia Maggio
Strategist: Fabio Celot
Growth Manager: Chiara Lamera
PR Manager: Alessandro Turchi
Head Of Production: Jonathan Grassi
Senior Producer: Martina Kirkham
Post Producer: Alessandra Barbieri
Video Editor: Alessandro Sartor
Media Agency: Dentsu Italy
Client Director: Silvia Moroni, Elena Montefredini
Communication Strategy Director: Silvia Garagnani, Gaetano Venuti
Client Manager: Silvia Scalzi
Business Partner: Rosemary Restieri
Video Leader: Daniela Oppes
Digital Leader: Francesca Anzani
Digital Consultant: Alessia Favetti
OOH Specialist: Francesca Anelli
Video Consultant: Marco Capuano
Production Company: Movie Magic Int
Director: Enea Colombi
DOP: Alex Kochi
Executive Producer: Franziska Stubernuss
Producer: Anna Minguzzi
Post Producer: Andrea Fornaca, Federica Talone
Photographer: Marco Valli
Audio: Screenplay
Post Produzione: Band VFX
Colorist: Daniel Pallucca
Music: Magma Music Agency
Music Supervision: Michael Bertoldini, Giulia Silvestri
Music Producer: Giulia Silvestri
“Geghege” written by Lina Wertmüller and Bruno Canfora
Publishers: Universal Music and Edizioni Curci
Cover version: Thijs van der Klugt
Dining and Cooking