Raddoppia il gusto
Challenging the tradition of pairing Italian food with wine
Brand: Leffe Italy
Leffe set out to earn a place at the Italian table. A bold ambition in a country where food is more than food; it’s a ritual.
RTB: With its rich taste profiles and range of variants, Leffe enhances the flavour of a meal in the same way wine does.
Strategic Proposition: Pair Leffe like a wine. Enjoy it like a beer.
Idea: Raddoppia il Gusto (Double the Taste)
A 360° campaign designed to demonstrate how pairing Leffe with iconic Italian recipes elevates the meal experience.
Partnering with renowned Italian chef Alessandro Borghese, we created a series of recipes and pairings with traditional dishes. The collaboration with the Chef built credibility, drove affinity, and inspired Italians to bring Leffe to the table.
Awards
Silver Effie Italy - 2022 - Beverage Category
Film 2022-2024
KV
Digital Ecosystem
Film 2020-2022
Website
Consumer journey 2023
