Today, amidst increasingly elaborate menus, ‘Instagram-worthy’ dishes and expectations of perfection, a shared need is becoming clear: a return to the substance and pleasure of Italian cuisine.

This is confirmed by unpublished data from the AstraRicerche survey for Birra Moretti: 94% of Italians recognise that the most authentic moments arise around an informal table, amongst friends, over simple food and a shared beer; and for 91.8%, the best stories are those that arise spontaneously.

This is the inspiration behind “Mangiare come piace a noi” (Eating the way we like it), Birra Moretti’s new communication platform celebrating the authentic pleasure of Italian cuisine, where quality food and beer come together. A Manifesto and an integrated campaign that invite people to experience food with simplicity, spontaneity and flavour, without too many formalities, with Birra Moretti always at the heart of the experience.

“People are increasingly seeking genuine, simple and informal moments, and rediscovering the value of what is essential and recognisable”, says Michela Filippi, Marketing Director at HEINEKEN Italia. “With ‘Mangiare come piace a noi’, we want to celebrate the authenticity that has always characterised the typically Italian way of enjoying food. In this context, Birra Moretti pairs naturally with food, enhances its flavour and contributes to a more immediate, authentic and informal experience”.

The true pleasure of good food? For Italians, it lies in authenticity

The survey points to a clear trend: less show, more substance. Italians are rediscovering a simpler, more authentic way of enjoying food, where what you show off matters less and what you choose to eat matters more; less of a ‘perfect’ image to display, more freedom to savour. In other words: fewer posts, more pasta; fewer stories, more real stories; in short, fewer long-winded explanations, more skewers.

These preferences are also confirmed when eating out: almost one in two Italians (49.2%) choose places where they feel at ease, and 45.4% prefer simple, authentic settings. But it is above all on the plate that this trend emerges: 42.5% prefer genuine, recognisable dishes (compared to 25.2% who opt for more elaborate offerings). Conversely, excessive sophistication is losing its appeal: 40.7% say they feel less spontaneous when the complexity is too high.

Beer takes centre stage on the table that Italians love

In this return to simplicity, beer remains a natural part of mealtimes: for 86.6% of Italians, drinking a beer helps to create a more relaxed and informal atmosphere, whilst for 90% it represents the essence of simple, shared moments. Furthermore, 87% recognise that it brings spontaneity to gatherings with friends. Against this backdrop, Birra Moretti, with its Italian tradition and genuine spirit, remains the ideal companion for everyday dining: the kind made up of good things, without complications.

“Eating the way we like”: rediscovering the true pleasure of Italian cuisine

In this context, Birra Moretti is strengthening its positioning by celebrating what really matters: the simplicity of Italian cuisine. “Eating the way we like” thus becomes a genuine philosophy, conveyed with a touch of humour through the “less/more” game: “Less tasting, more bucatini”, “Less gourmet, more croquettes”, “Less long-winded explanations, more skewers”.

A direct and immediate language that takes shape in a fun advert (on air on TV and online) where, with the brand’s typical light-heartedness, contemporary excesses give way to the pleasure of simple things: real tables, genuine food and Birra Moretti always at the centre of the table.

The campaign is multi-touchpoint: from TV to digital, through to OOH (from May in Milan and Naples, from June in Rome), with consumer events in the three cities, the involvement of content creators and activations in the hospitality and modern retail sectors.

The advert is produced by Movie Magic and directed by Enea Colombi. The creative concept is by Dentsu Creative, with planning by Dentsu Group. The campaign has been on air since 19 April with 30-second and 15-second spots and digital activations.

Birra Moretti has always played a central role in dining culture

If the dining table is where Italians truly feel at home, “Mangiare come piace a noi” represents the natural evolution of a journey that Birra Moretti has always pursued, in dialogue with the world of food. A commitment that has grown stronger over time, starting in 2007, when the brand played a decisive role in redefining the way beer is portrayed in Italian cuisine, accompanying a cultural shift that now sees it playing an increasingly prominent role at the table.

A journey that has cemented Birra Moretti’s role as a benchmark for beer at the table, a role it continues to embody consistently, complementing Italian food in its most authentic form: simple, genuine and uncomplicated.