Birrificio Angelo Poretti, the UK’s fastest-growing Italian lager, is set to launch “Welcome to the Lake”, a new advertising campaign aimed at inspiring its audience to look beyond the expected to discover the joy and satisfaction that comes from being original and extraordinary.

Set in the idyllic lakes of Northern Italy, with a timeless black and white aesthetic, the campaign blends classic Italian flair with playful surrealism and subtle humour. The creative features an effortlessly cool protagonist and a group of Italian foxes, who join him on his adventures around “The Lake”, a place where no one settles for the expected, especially when it comes to their beer.

The inspiration behind this approach goes back to 1877 and Angelo Poretti himself. With a desire to do things differently, Poretti set out to make an exceptional beer – looking beyond the usual sources of inspiration, he travelled to Bavaria to learn the finest techniques, concocting his own special blend of hops – and bringing what he learned back to his hometown in Northern Italy. 

The new multi-million-pound campaign is Poretti’s biggest to date and marks a significant moment for the Italian heritage brand, reinforcing its reputation as a credible, stylish and accessible choice for UK beer drinkers. The campaign, which launches from 1st April, will be rolled out across multiple channels, including TV, digital, social, OOH, cinema and in-store. In addition, Poretti will be hosting a series of immersive events and experiences, including a launch event at Frameless, the UK’s largest permanent multi-sensory experience. 

“The world beer advertising has devolved into a sea of sameness,” says Sam Johnson, Head of Marketing for Poretti. “We wanted to inject something new and distinctive into the category. Our new campaign has the elegance and style you’d expect from an Italian brand but with a playful and surreal twist that’s missing from world beer.

“The reality is that daily life can become quite routine and predictable”, Sam Johnson continues. “We want to inspire our audiences to discover the extraordinary things that can happen when they choose not to settle for the usual or expected, just like Angelo Poretti did all those years ago.” 

Birrificio Angelo Poretti is a beer made for those who seek a life less ordinary. With its unique flavour and unconventional approach, Poretti is sure to inspire beer drinkers to embrace the extraordinary and discover a world of possibilities.