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Heineken has announced a new campaign for its Italian lager brand Birra Moretti.

The company said today that 'Il Grande Invito' (the big invitation) includes TV, PR, trade, festival and consumer experiential activity. The brewer called the "multi-million pound" campaign the "biggest to date" for Birra Moretti, though exact spend was not disclosed.

Consumer activity will centre around dining occasions, the company said.

"Food is proven to be a fantastic way to entice customers and what's more, it's perfectly aligned to our beer's traditions," said Iza Glodek, premium brands unit director at Heineken. "Through Il Grande Invito, our mission is to bring people together around the table this summer, creating long-lasting moments centred around food, and of course with Birra Moretti at the heart of this."

According to Heineken, the campaign is estimated to reach around 43 million people, and 87% of 24-44 year olds.

Earlier this year, Heineken launched a 0%-abv variant of is Birra Moretti brand in the UK.

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