The Birra Window

BACK TO OUR WORK

CLIENT:

Menabrea

COMPLETED:

2025

CATEGORY:

PUBLIC RELATIONS, SOCIAL MEDIA

The Italian lager category is a competitive one, and Menabrea is a relatively newcomer (despite its 170-year heritage in its homeland). We needed to encourage people to give Menabrea a try, as we know that once they taste it, it becomes an instant favourite. Our Birra Window took inspiration from Florence’s wine windows to create a fun but distinctly Italian experience for the good people of London.

But more than that, the challenge was to begin to position the brand as the low-tempo treat-me lager. The lager you might reach for after a busy day, an active escapade, or just because.

the challenge

Give people reason to reach for a Menabrea over other lagers.

THE SOLUTION

MAKING A CASE FOR THE ITALIAN WAY

Our research centred on the slices of Italian life we wish we had a bit more of in the UK. From long lunches to the more plentiful moments to kick back and relax. And it got us thinking – while we run around looking busy, are we missing out on the best of life.

In the search for higher GDP, were we missing out on another GDP, that of Gross Domestic Pleasure? That was the basis for our campaign, highlighting the need for a reappraisal of what matters.

THE execution

A SIP OF ITALIAN

We popped up in one of the UK’s most hectic areas, Old Street in London, with our slice of pleasure in the form of Menabrea’s Birra Window. Mirroring the wine windows that have been going viral on social media for a while, we were able to drive liquid on lips with a shareable activation that grabbed attention.

Supplementing our pop-up, we defined our concept of Gross Domestic Pleasure through surveying Brits, Italians and other Europeans on the balance, or lack of, in their lives. Needless to say, Brits were definitely found wanting when it came to moments of relaxation and pleasure.