Peroni Nastro Azzurro, has launched a new global advertising campaign, ‘Walk With Us’, to reflect the heart of Italian culture as lockdown measures in the UK continues to ease.

The UK’s Number One Super Premium beer brand says the ad’s message focuses on the tradition of La Passeggiata – an early evening ritual which Italians routinely either go for walks or socialise.

The campaign will go live across TV, radio, video on demand (VOD), OOH, print and social media from Thursday, 2nd July.

Tim Clay, managing director, Asahi UK reflects on the campaign and says, “These are strange times and circumstances that we couldn’t have imagined having to navigate through.

“It will be a tricky road to recovery for many, so we continue to work with and listen to our customers to see how best we can help support them. We hope that the ‘Walk With Us’ campaign resonates with both consumers and operators, as we all try to reconnect with the places and pastimes we enjoy the most.”

Sales for Peroni Nastro Azzurro has not slowed over recent weeks, with the latest 12-week data reveals that the Italian beer brand has increased by 64.8%.

In the convenience and independent sector, Peroni has recently provided almost 1,000 bespoke chillers to retailers across the country after a successful initial trial.

Recent activity for Peroni Nastro Azzuro includes, on-pack promotion ‘Win the Ultimate Passeggiata – an Italian Journey’.

Running from March to the end of August, the giveaway offers consumers the chance to win Italian holiday experiences, with 100,000 SKUs promoting the competition, already sold.

The success of the activity is a testament to the strength of consumer engagement with the Peroni Nastro Azzuro brand, and the continued interest in travel and cultural experiences.