In order to focus digital communication on the quality of Birra Peroni beers and their ingredients, in 2017 we decided to involve as protagonist of CAMPAGNA PERONI videos a real farmer of Peroni production process, Paolo, who cultivates barley for the creation of malt used by Peroni as 100% Italian malt is one of the key messages of the brand.
We invited consumers to interact with Paolo and Chef Rubio, the brand testimonial, during three video live-streams broadcasted on Facebook and on three interactive cubes placed in major squares in Rome, Naples and Bari.
In these live videos and in the other clips part of CAMPAGNA PERONI project every aspect of the production process of Birra Peroni has been explained together with related themes such as product peculiarities and food matching these.
The passion driving these workers everyday comes to life also in the video FAQs we published to deepen the message.
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