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HomeMarketingPeroni launches first global festive campaign: The Marketing Week Christmas blog 2023

Peroni launches first global festive campaign: The Marketing Week Christmas blog 2023

31 October: Pukka partners with LadBaby for Christmas pie

Pukka is launching its first limited edition pie this Christmas – and is teaming up with festive number one favourites LadBaby to raise money for the Trussell Trust.

Isaac Fisher, managing director at Pukka, says the pie maker’s customers have been asking for a festive pie for “quite some time now”.

The Christmas dinner pie, which includes festive flavours like sage and onion stuffing and chipolata sausages, was developed alongside LadBaby, also known as Mark and Rox Hoyle, the Christmas parody song duo known for their love of sausage rolls.

Each pie sold will raise money for the Trussell Trust, a charity which is working to end hunger and poverty in the UK, and who LadBaby have raised money for in the past. Pukka will donate 10p from every pie sold to the Trussell Trust.

“As well as having lots of fun with this launch, it’s important to us that we also give back – particularly at a time of year that can be difficult for many – which is why we are proud to be raising money for the Trussell Trust, supporting the fantastic work they do towards tackling hunger and poverty in the UK,” says Fisher.

The launch is supported with a PR, social media and influencer campaign to drive visibility for the NPD, along with in-store and online shopper marketing support.

30 October: Peroni Nastro Azzurro launches first global festive campaign

Peroni has launched a global winter campaign for the first time in the beer brand’s history.

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‘Live Every Moment, All Year Around’ features a film, created with agency Unbound and directed by Tom Green. It is set on a snowy Torino street and features locals working together to clear the pathway leading to a local bar.

The Asahi-owned brand is positioning itself as a beer to be drunk across the festive season, with the campaign to be extended into 2024. It is being shown in cinemas and will feature on OOH activations and London bus wraps.

“We saw an opportunity to put our premium lager at the forefront of the festive season, bringing people together through an emotive narration,” says Camilla Scognamiglio, global marketing manager at Peroni Nastro Azzurro.

“By highlighting Peroni Nastro Azzurro to cinema goers during the winter months, we are ensuring the brand is front of mind for those looking to experience premium beer either in their local post viewing or at home for social occasions,” adds Jonathan Norman, global brands director at Asahi UK.

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