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Beverage Solutions

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Total
Beverage Solutions

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Total Beverage Solution

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Total Beverage Solution

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Total Beverage Solutions

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Birra Moretti, the most popular beer brand in Italy, is second to Peroni in the U.S. market by a long shot. Green Olive Media was engaged to develop a campaign in tandem with international brand ambassadors to focus on select target markets in the US to increase consumer awareness of the brand, and ultimately position it as the go to beverage alongside gourmet pizza. The client directive included this requirement to develop a correlation between the beverage brand and gourmet pizza, as well as a collaborative partnership with East Village Radio, a leading online music radio station based out of New York City, and a variety of Italian gourmet pizza eateries in major dining markets such as Boston, San Francisco, Chicago, and South Florida.  Simultaneously, Green Olive Media was to concept a B2B and consumer marketing campaign for Birra Moretti, taking limited product distribution in on-premise and off-premise accounts, abbreviated time frame and conservative budget into consideration.

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SERVICES

Brand Positioning & Messaging
Creative Campaign Development
Traditional Public Relations
Story Pitching
Event Planning
Event Coordination
Event Marketing
Strategic Media Partnership Engagement
Key Influencer Engagement
Media Training
Media Kit Development
Media Kit Distribution
Trade Sales Kit Development
Campaign Branding 
Website Design
Event, Consumer Activation & Retail
Engagement Collateral
Advertising Placement & Design
Photography

SERVICES
Logo Design
Signage Design
Menu Design
Website Design
Apparel Design
Public Relations
Story Pitching
Social Media Marketing
HTML E-Mail Marketing
Community Relations
Media Kit Development & Distribution
Partnership Development
Off-Premise Event Coordination
On-Premise Event Development

PROCESS

Green Olive’s next steps centered around the following goals:

• Create brand awareness for Birra Moretti in target markets through a unique and engaging marketing program
•  Increase rotation and visibility of Birra Moretti in key gourmet pizza accounts
• Promote Birra Moretti brand messaging — link with authentic Italian food, approachable and social nature, and its craftsmanship
• Create a partnership with East Village Radio and target market gourmet pizza accounts to drive brand awareness, brand messaging and increase visibility
• Develop a compelling marking program focused on the link between Birra Moretti and Italian gourmet pizza, ultimately positioning the brand as the “go to” beverage to drink when eating pizza
• With the planning of any communications campaign, deliver strategy and tactics which are grouped into the following three areas: informational, motivational and behavioral

In addition to the above focuses, Green Olive Media designed a series of touchpoints to support the campaign, including logo design and event collateral, consumer activation collateral and retail engagement collateral. We also launched MorettiLovesPizza.com, a micro website for Birra Moretti to inform consumers about the history of the beer that is “older than Italy” and highlight the brand connection between authentic Italian pizza and Italian beer. The campaign website directed users to Birra Moretti online platforms, as well as guidelines and submission information for an interactive consumer contest.

We partnered with East Village Radio in NYC on the campaign launch event which took place at Sauce, a restaurant owned by Frank Prisinzano, which opened in tandem with the Moretti Loves Pizza contest. We selected New York Magazine’s Grub Street as our digital advertising partner through which to promote the consumer contest. The finale event for the campaign launch was held at å, also located in New York City.

Our design team eagerly got to work on branding the concept, intent on defining a unique personality that would speak to the owners’ connection to the local landscape. Drawing inspiration from historic railroad vernacular, we exploited Mobile’s role as a key trading center of the South. This provided a strategic foundation to explore how other designed touchpoints were to take shape.

Meanwhile, our public relations and communications team curated a strategy to build awareness of the duo’s outstanding history, as well as introduce the concept to both the media and the public as a turn in Nutter’s career. Previously coined “the airport chef” from his stint at the Atlanta Hartsfield-Jackson International Airport’s One Flew South, Nutter would be introducing his own concept to a town not yet familiar with his award-winning cuisine: Mobile, Alabama.

Green Olive Media’s public relations plan launched via a partnership and preview dinner with Mobile’s most renowned culinary personality, Pete Blohme. By strategically partnering with a local chef of high notoriety, we were able to establish Nutter as an equally-renowned chef, as well as align Southern National with a restaurant that has already elevated the culinary scene for the city of Mobile. In the spring of 2017, Green Olive proposed and executed the Southern National Pop-Up Dinner with Pete Blohme, and successfully hosted over 75 of Mobile’s most prominent media members, political leaders, concierges, influencers, and VIPs for a taste of what was to come.

Prior to opening, Green Olive Media continued to build hype via media placements in local, regional and national publications alike. In efforts to establish Southern National as the next best restaurant in the region, our team secured placements promoting what would be Southern National’s signature southern-national cuisine, and spotlighting Nutter’s career move in Garden & Gun, the Southern Foodways Alliance’s Gravy, Marie Claire Magazine, and others. Consistent features in top publications, alongside a clever social media campaign, had the target market of Mobile well-prepped and eager for Southern National’s grand opening in October.

Since opening, Green Olive Media has curated and coordinated on-site events, negotiated strong off-site participation, and brokered creative partnerships between community and industry organizations. Capitalizing on the city’s appetite for Mardis Gras, we successfully implemented an annual brand-building event, Southern National’s Mardis Gras Porch Party, strategically hosted in partnership with southern brands Big Green Egg, Cathead Vodka, and Springer Mountain Chicken. Furthermore, Green Olive has secured Southern National’s participation in top-tier industry events such as the Charleston Wine & Food Festival and the James Beard Foundation’s Chef Boot Camp, and established Nutter as a trailblazer in sustainable, southern cookery via his participation as the solo chef partner for the Southern Foodways Winter Symposium and singer Jack Johnson’s Farm to Table Stage Events. Lastly, we have continued to position Nutter as one of the south’s most celebrated African American chefs through candid interviews and participation in events that salute and support the Edna Lewis Foundation.

These strategies, paired with Southern National’s infallible cuisine and impeccable service, resulted in Southern National being named a 2018 James Beard Semifinalist for Best New Restaurant, just four short months after opening.

Our design team eagerly got to work on branding the concept, intent on defining a unique personality that would speak to the owners’ connection to the local landscape. Drawing inspiration from historic railroad vernacular, we exploited Mobile’s role as a key trading center of the South. This provided a strategic foundation to explore how other designed touchpoints were to take shape.

Meanwhile, our public relations and communications team curated a strategy to build awareness of the duo’s outstanding history, as well as introduce the concept to both the media and the public as a turn in Nutter’s career. Previously coined “the airport chef” from his stint at the Atlanta Hartsfield-Jackson International Airport’s One Flew South, Nutter would be introducing his own concept to a town not yet familiar with his award-winning cuisine: Mobile, Alabama.

Green Olive Media’s public relations plan launched via a partnership and preview dinner with Mobile’s most renowned culinary personality, Pete Blohme. By strategically partnering with a local chef of high notoriety, we were able to establish Nutter as an equally-renowned chef, as well as align Southern National with a restaurant that has already elevated the culinary scene for the city of Mobile. In the spring of 2017, Green Olive proposed and executed the Southern National Pop-Up Dinner with Pete Blohme, and successfully hosted over 75 of Mobile’s most prominent media members, political leaders, concierges, influencers, and VIPs for a taste of what was to come.

Prior to opening, Green Olive Media continued to build hype via media placements in local, regional and national publications alike. In efforts to establish Southern National as the next best restaurant in the region, our team secured placements promoting what would be Southern National’s signature southern-national cuisine, and spotlighting Nutter’s career move in Garden & Gun, the Southern Foodways Alliance’s Gravy, Marie Claire Magazine, and others. Consistent features in top publications, alongside a clever social media campaign, had the target market of Mobile well-prepped and eager for Southern National’s grand opening in October.

Since opening, Green Olive Media has curated and coordinated on-site events, negotiated strong off-site participation, and brokered creative partnerships between community and industry organizations. Capitalizing on the city’s appetite for Mardis Gras, we successfully implemented an annual brand-building event, Southern National’s Mardis Gras Porch Party, strategically hosted in partnership with southern brands Big Green Egg, Cathead Vodka, and Springer Mountain Chicken. Furthermore, Green Olive has secured Southern National’s participation in top-tier industry events such as the Charleston Wine & Food Festival and the James Beard Foundation’s Chef Boot Camp, and established Nutter as a trailblazer in sustainable, southern cookery via his participation as the solo chef partner for the Southern Foodways Winter Symposium and singer Jack Johnson’s Farm to Table Stage Events. Lastly, we have continued to position Nutter as one of the south’s most celebrated African American chefs through candid interviews and participation in events that salute and support the Edna Lewis Foundation.

These strategies, paired with Southern National’s infallible cuisine and impeccable service, resulted in Southern National being named a 2018 James Beard Semifinalist for Best New Restaurant, just four short months after opening.

Our design team eagerly got to work on branding the concept, intent on defining a unique personality that would speak to the owners’ connection to the local landscape. Drawing inspiration from historic railroad vernacular, we exploited Mobile’s role as a key trading center of the South. This provided a strategic foundation to explore how other designed touchpoints were to take shape.

Meanwhile, our public relations and communications team curated a strategy to build awareness of the duo’s outstanding history, as well as introduce the concept to both the media and the public as a turn in Nutter’s career. Previously coined “the airport chef” from his stint at the Atlanta Hartsfield-Jackson International Airport’s One Flew South, Nutter would be introducing his own concept to a town not yet familiar with his award-winning cuisine: Mobile, Alabama.

Green Olive Media’s public relations plan launched via a partnership and preview dinner with Mobile’s most renowned culinary personality, Pete Blohme. By strategically partnering with a local chef of high notoriety, we were able to establish Nutter as an equally-renowned chef, as well as align Southern National with a restaurant that has already elevated the culinary scene for the city of Mobile. In the spring of 2017, Green Olive proposed and executed the Southern National Pop-Up Dinner with Pete Blohme, and successfully hosted over 75 of Mobile’s most prominent media members, political leaders, concierges, influencers, and VIPs for a taste of what was to come.

Prior to opening, Green Olive Media continued to build hype via media placements in local, regional and national publications alike. In efforts to establish Southern National as the next best restaurant in the region, our team secured placements promoting what would be Southern National’s signature southern-national cuisine, and spotlighting Nutter’s career move in Garden & Gun, the Southern Foodways Alliance’s Gravy, Marie Claire Magazine, and others. Consistent features in top publications, alongside a clever social media campaign, had the target market of Mobile well-prepped and eager for Southern National’s grand opening in October.

Since opening, Green Olive Media has curated and coordinated on-site events, negotiated strong off-site participation, and brokered creative partnerships between community and industry organizations. Capitalizing on the city’s appetite for Mardis Gras, we successfully implemented an annual brand-building event, Southern National’s Mardis Gras Porch Party, strategically hosted in partnership with southern brands Big Green Egg, Cathead Vodka, and Springer Mountain Chicken. Furthermore, Green Olive has secured Southern National’s participation in top-tier industry events such as the Charleston Wine & Food Festival and the James Beard Foundation’s Chef Boot Camp, and established Nutter as a trailblazer in sustainable, southern cookery via his participation as the solo chef partner for the Southern Foodways Winter Symposium and singer Jack Johnson’s Farm to Table Stage Events. Lastly, we have continued to position Nutter as one of the south’s most celebrated African American chefs through candid interviews and participation in events that salute and support the Edna Lewis Foundation.

These strategies, paired with Southern National’s infallible cuisine and impeccable service, resulted in Southern National being named a 2018 James Beard Semifinalist for Best New Restaurant, just four short months after opening.

RESULTS

Green Olive Media successfully concepted a scalable U.S.-targeted unique marketing campaign for Birra Moretti, reaching consumers, on-premise trade accounts, and the media. Our team designed, handled content development, and launched a consumer contest based program, expanding digital and physical presence and connecting the brand with gourmet pizza in the minds of consumers. The campaign yielded an expanded inventory of the digital properties and brand assets, as well as engagement and growth of the brand, with by-the-numbers results as follows:

• Trade Participation: 32 on-premise accounts
• Launch event total attendees: Exceeded goal by 17%; media attendees included Daily Candy, Thrillist, Travel & Leisure, Ale Street News, Beer Basics Hail the Ale Blog (representing 2.7M impression opportunities)
• Pitched and distributed in excess of 500 campaign media kits

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Atlanta

Atlanta

Atlanta

Atlanta

165 Ottley Drive NE, Ste. 205
Atlanta, Georgia 30324
Main Office: (404) 815-9327
New Business: (404) 966-1655

165 Ottley Drive NE, Ste. 205
Atlanta, Georgia 30324
Main Office: (404) 815-9327
New Business: (404) 966-1655

165 Ottley Drive NE, Ste. 205
Atlanta, Georgia 30324
Main Office: (404) 815-9327
New Business: (404) 966-1655

© Green Olive Media

© Green Olive Media

© Green Olive Media

© Green Olive Media

© Green Olive Media