Menabrea cheers tradition and taste in debut BMB campaign


Italian premium beer brand Menabrea is marking the launch of its new campaign across the UK with an illustrated series on how the ‘birra’ is the true taste of the Italian Alps.


The campaign “Italian Alpine Birra”, by creative agency BMB, features a series of original illustrated executions, designed in collaboration with UK artist Paul Blow, displaying the crisp, clear and renowned landscapes of Northern Italy.

Designs showcase Alpine backgrounds, boats on lakes and train journeys, all of which have a subtle outline bottle or cap of Menabrea hidden within the landscape, such as within the boat’s reflection on the lake, in the viaduct or the dining table.

Eight illustrations convey the tradition, heritage and craft found at the heart of every pint of Menabrea and its refreshing taste, showcasing how Menabrea, founded in Biella in 1846, is the oldest active brewery in Italy.

The illustrations are accompanied by a range of different headlines that evoke the birra’s Alpine provenance including “Enjoyed in High Places”, “The Beer Others Look Up To” and “Elevating Beer Since 1846”.

Craft campaign: Menabrea launches UK campaign in first work from BMB.

All executions feature the campaign tagline “Italian Alpine Birra”.

The campaign launches this week across print, OOH and digital in both London and Manchester, at key sites including Manchester Arndale shopping centre and Holborn Eye.

Angus Lawrie, Head of Premium Brands at C&C Group, said: “When you visit Biella and the brewery, it’s hard not to be taken back by the location and process that goes into making Menabrea beer.

“We wanted to capture this in a campaign that truly represents the brand while communicating its authentic, quality, Italian proposition to consumers – which Italian Alpine Birra does beautifully.

“With over 170+ years of brewing expertise, we are pleased to launch this campaign which fits the heritage of the brand with beautiful imagery evoking the story of our award-winning Italian birra.”

Jason Cobbold, CEO at BMB, said: “This is a storied brand from a wonderful, but less familiar part of Italy. The campaign is all about evoking the crisp air and fresh water where this gem of a beer is brewed.”

The campaign marks BMB’s first activity for Menabrea since it was appointed lead creative partner in February and is aimed at driving further awareness of the brand.