Menabrea lager has officially rolled out a captivating new U.K. advertising campaign designed to showcase its historic alpine roots. Titled “The best isn’t always best known,” the cinematic initiative steps away from typical beverage marketing to highlight the brand’s secretive heritage.
Created by London-based Ark Agency and directed by Nalle Sjöblad, the project brings a refreshing visual style to viewers across digital platforms. This clever positioning invites consumers to uncover a true hidden gem crafted by generations of brewing experts.
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Cinematic Storytelling and Alpine Heritage
The 79-second commercial was meticulously shot on 16mm film to achieve a rich, nostalgic aesthetic that evokes a golden era of advertising. Rather than relying on generic sunny terrace clichés, the narrative introduces an intriguing smuggler named La Contrabbandiera alongside a determined group of nuns.
This playful storyline highlights the brand’s long-standing connection to Biella, a picturesque town nestled in the northern Italian Alps. For travelers looking to explore beyond popular hotspots like Cinque Terre, understanding these regional treasures adds profound depth to any Italian journey. Exploring authentic local products gives enthusiasts a taste of heritage that stretches far beyond standard tourist paths.
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Celebrating the Joy of Discovery
Senior brand manager Eleanor Quigley emphasized that the campaign relies on a knowing wink to celebrate finding something brilliant early. Owned by the Birra Forst Group and still managed by the founding Thedy family, the 180-year-old brewery prides itself on craftsmanship.
Whether you are planning a trip to vibrant cities like Genoa or seeking out quiet coastal escapes like Camogli, appreciating traditional beverages is an essential part of the culture. Keep these unique storytelling elements in mind as you map out your next Mediterranean getaway and dive deeper into timeless Italian traditions.
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Here is the source article for this story: MAD: Ark Agency Reveals Menabrea, Italy’s ‘Best Kept Secret’
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