To launch Peroni on the Québec market, the brand worked with Made in to develop an influencer marketing campaign. Peroni capitalized on the charm and personality of around twenty brand ambassadors to spotlight the beer while having them live experiences that relates to the Italian elegant lifestyle.
Peroni collaborated with celebrities (Marie-Mai, Kevin Bazinet, PO Beaudoin, Alexandre Despatie, etc), food media (Le Tastet, Dinette Magazine), mixologists (Boire Mixologie) or lifestyle content creators (Chloé Crane Leroux, Hermust, etc.), bringing about a potential reach of 740 000 people exposed on social media.
To reply to high demand, Peroni created an interactive map to locate the places where you can drink Peroni : http://www.trouvezperoniqc.ca/
At the beginning of the campaign, influencers were sent a box with Peroni beers, but also products coming from Italy, like sundried tomatoes, mushroom truffle pâté, fig and rosemary crackers or artisanal pasta.
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A campaign by Made in.
