In a TIFF: How Peroni brought the taste of Italy to fans

During last week's festival, the brand opened a Mediterranean-inspired space with samples of three of its beers.

As the official beer sponsor of the Toronto International Film Festival (TIFF), Peroni Nastro Azzurro has wrapped up an experiential activation during the fest, which looked to raise awareness of the brand’s Italian roots and attract new consumers. This was the brand’s third consecutive year partnering with the festival.

Called the House of Peroni Nastro Azzurro, the outdoor activation was a Mediterranean-inspired space that captures the essence of the Italian coast and brings a taste of Capri to Canadians. It offered tastings of Peroni Nastro Azzurro, its zero alcohol option, as well as its Stile Capri, and an appetizer menu designed by chef David Rocco (pictured below) with traditional Italian bites. In addition to the free tastings, festival-goers could purchase other food and beverages. The activation also featured a red carpet fan zone, which allowed visitors to sit in the front row to watch those parading down the carpet.

A brand representative told Media in Canada that the house helped position and highlight the brand’s roots, as well as drive trial of Peroni products, including the new Peroni Nastro Azzurro Stile Capri, which is one of the brand’s biggest innovations to date, the representative said.

With proceeds going to the TIFF Every Story fund, the activation also helped to highlight Peroni Nastro Azzurro’s commitment to diversity and inclusion in an important industry in the country, added the representative.

The activation was promoted through a combination of traditional media, a paid integration with eTalk and through earned social media initiatives. “By collaborating with industry influencers such as chef David Rocco and Tyrone Edwards of eTalk, this garners additional buzz to attract further attendance from festival-goers and those visiting the area alike,” the brand says.

Promotions were also conducted through a consumer contest at select retailers and the LCBO, offering winners tickets to the Red Carpet Suite. The activation was brought to life by Pomp and Circumstance (public relations) and Vibrant (experiential marketing).