Birra Moretti is leaning into its heritage by connecting Canadian millennials to an Italian family tradition.

The Italian beer brand’s latest campaign features a Sunday dinner experience called the “Nonna Supper Club,” referencing the Italian term for grandmothers, which will be held from 6 to 9 p.m. on Oct. 20 at Nodo restaurant in Toronto and from 6 to 9 p.m. on Oct. 27 at Stellina restaurant in Montreal. It’s a first-come, first-served, reservation-only prix-fixe meal where nonnas share their love for cooking with people eager to establish new traditions or revive existing ones.

Jose Casillas, marketing director for Birra Moretti, tells strategy the campaign combines the brand’s ethos of simplicity and family with XM. “Experiential marketing is a great way for the brand to foster connections that celebrate togetherness, and we’ll explore opportunities that align with our mission of bringing people together over shared moments,” Casillas says, adding that Birra Moretti is focused on beer drinkers aged 30 to 45+.

As part of the campaign, Birra Moretti will soon offer a digital book for the “Nonna Supper Club,” which will feature stories and recipes by nonnas. “The campaign is also timely with Thanksgiving around the corner, making it a great moment to inspire Canadians to rediscover the importance of coming together around the table,” Casillas says.

Recently, it also brought shared experiences to life as a partner of the Italian Contemporary Film Festival in Toronto’s Distillery District.

In January, Birra Moretti unveiled a pop-up service in Melbourne called “Deliver-a-Nonna,” which saw Italian grandmothers cooking a meal for web contest entrants, and generating a buzz by driving around the Australian city in classic 1950s and ’60s-era Fiat 500s. Previously, it brought the “‘Il grande invito” campaign initiative to London and Brighton in 2019.

The “Nonna Supper Club” campaign is being promoted through a combination of organic and paid social, influencer partnerships and public relations. Publicis Toronto handled the creative and strategy, Publicis Sport and Entertainment led experiential, North Strategic conducted PR and influencer and Publicis Connect handled media.

In Canada, Publicis has been AOR for Heineken and its international brand portfolio, including Birra Moretti, since 2020.