Carlsberg Group
Villa Poretti
The Problem
How do you stand out at one of London's biggest food festivals? When you're a new player in the UK market, with a beer brewed specifically for food pairings, you need more than just a stand. You need an experience that transports people, tells a story, and makes them want to be a part of it. The challenge was to introduce Poretti to a new audience in a way that felt authentic, premium, and utterly unforgettable.
The Solution
We couldn't bring Lake Como to London, but we could bring a "Villa Poretti"! The insight was simple: lean into the brand's heritage and create an immersive experience. We transformed four shipping containers into a beautiful Italian villa, complete with live cooking demos, a stunning terrace overlooking the festival, and a bar serving ice-cold Poretti. Every detail, from the floral arrangements to the history of Angelo Poretti himself, was meticulously crafted to transport visitors. This wasn't just a bar; it was a destination that invited people to sip, savor, and enjoy a true taste of Italian dolce vita.
The Results
Villa Poretti was a runaway success, becoming a key feature of the Taste of London festival. The brand presence extended far beyond the festival walls, with social media content from influencers, chefs, and partners reaching audiences nationwide. The festival goers agreed, with some incredible results:
- Over 7,000 people purchased a Poretti, and many more enjoyed a sample.
- 6,000 visitors attended each day across the five-day festival. That's over a fifth of the total festival audience!
- The activation received glowing feedback from the Carlsberg Marketing Director, highlighting the incredible atmosphere and strong brand engagement. We didn't just sell beer; we built a community, told a story, and brought a piece of Italy to London, one sip at a time.
Project Credits
Brand
Birrificio Angelo Poretti
Platform
Festival Activation
Industry
Food & Beverage
My Role
2D Creative Lead
Agency
TBA Group