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Birra Moretti is aiming to transform the traditional Sunday evening into an ownable social occasion with the launch of "The Birra Moretti Sunday Social." Building on the brand’s ongoing “Pull Up a Chair” platform, the new integrated campaign centers around an intimate dinner series hosted at Toronto’s highly sought-after Lake Inez.
The campaign blurs the lines between experiential marketing, social media engagement, and public relations. By moving beyond traditional dining reservations, Birra Moretti is leveraging scarcity and social participation to build brand awareness.
Who's behind the campaign?
- Agencies - North Strategic
- Brand - Birra Moretti (Heineken)
(click on the link to view the agency's Vendor Directory listing)
By tapping into the exclusivity of Lake Inez’s hidden rooftop "Mystery Patio"—known for its secret multi-course format—Birra Moretti associates its product with premium, surprise-and-delight culinary moments rather than standard beverage consumption.
“Some of the best moments happen when people have the space to linger a little longer around the table,” said Giwoun Park, Marketing Director, Birra Moretti. “The Birra Moretti Sunday Social at Lake Inez is our way of helping make those moments easier to enjoy, giving people a reason to come together over great food and drink, meaningful conversation and a Sunday evening well spent.”
Campaign Images:
(click to enlarge)
Access to the exclusive events (valued at $200 per person) is strictly managed through Instagram giveaways. Users are required to follow @birramoretti.ca and tag two friends with a beer emoji. This mechanic organically extends the brand's reach and creates a localized viral loop of engagement.
