Birra Moretti announces What's More Italian program
Beer brand partners with Cat De Orio, Barilla Pasta
Birra Moretti, a brand of White Plains N.Y.-based Heineken USA, announced that the brand’s What’s More Italian summer program includes a partnership with former "Check, Please!" Host Cat De Orio and Barilla Pasta Executive Chef Lorenzo Boni to encourage legal-drinking-age consumers to enjoy Birra Moretti and Italian cuisine with friends and family at home or at other social get-togethers this summer.
Together, Chef Cat and Chef Boni have created five recipes focused on lighter Italian fare, all made with Barilla pasta selections, that will come to life throughout the summer as Chef Cat goes on-air to prepare each dish on TV shows and online outlets including Chicago’s morning show, The Jam, and culinary online hot spot The Daily Dish. To kick off the partnership, Chef Cat hosted a one-of-a-kind dining event for select guests at Legacy Records, pairing Birra Moretti’s Le Regionali line, only available overseas.
“What’s more Italian than enjoying an ice cold Birra Moretti with authentic Italian cuisine?” commented Amberly Hilinski, senior brand manager for Birra Moretti for Heineken USA’s emerging brands, in statement. “Our summer promotion reinforces this classic pairing through the five signature Birra Moretti recipes created by renowned Chefs Cat and Boni and by engaging fans everywhere to join in the fun by texting in to share their recipes and ideas for a chance to win great prizes.”
To activate at retail, custom designed point-of-sale elements invite consumers to choose Birra Moretti and encourage them to text MORETTI at 88500 for the chance to win favorite Italian branded gift cards. Consumers also are encouraged to submit their own signature Italian recipe for the chance to win the grand prize one-of-a-kind family dinner featuring their dish.
“Birra Moretti is crafted in appreciation of timeless Italian culture and traditions,” Hilinski added. “We are thrilled to expand our horizons through great partnerships that celebrate our shared Italian heritage.”