Milan, 22 April 2026. Birra Moretti’s new campaign “Mangiare come piace a noi” (Eating the Way We Like It) launched on 19 April, marking the next phase of the creative platform developed with Dentsu Creative Italy since 2025.
The premise is simple. Food culture has become overcomplicated. Between overly curated experiences and performative dining, the spontaneity of a real meal has lost its focus. Birra Moretti is reclaiming a shared truth. “Mangiare come piace a noi” is a toast to the informal table: authentic food & beer, easy company, no posturing.
At the heart of the campaign sits a brand manifesto film that in the typical playful tone of voice of Birra Moretti, shows with a contrast what it means to “Mangiare Come Piace a Noi”. On one side, all polished surfaces and rehearsed poses. On the other, the table as most people actually know it: made of good, simple food with a touch of messiness and warmth. The two worlds come together to the sound of “Geghegè,” a 1960s song woven into Italy’s musical heritage, heightening the emotional resonance and recognisability of the work.
The campaign is part of a longer strategic arc for the brand, which rightfully propose Birra Moretti as the best companion for the Italian tables and the country’s deeply rooted food culture.
Directed by Enea Colombi and produced by Movie Magic, the film anchors a broader communications ecosystem across TV, digital, social, radio and out-of-home. Media planning by dentsu includes localised billboard placements in Milan, Rome and Naples, each celebrating the signature dishes of its city.
“For years, perfection has shaped the way food is portrayed at the dinner table. Today, most Italians simply seek spontaneity in the way they eat. With this campaign, Birra Moretti gives voice to that growing sentiment.” Niccolò Rigo, Group Chief Strategy Officer, dentsu Italy
With this work, Birra Moretti reaffirms its role as a champion of Italian food culture, celebrating the beauty found in spontaneity and the pleasure of eating together. The table, after all, is built on unguarded gestures, shared laughter and ordinary moments that stay with you.
