Gruppo Campari campaign promotes Italian lifestyle

Gruppo Campari has announced a new partnership with Italian food retailer Eataly for a campaign to “promote the Italian lifestyle around the world”

Gruppo Campari’s portfolio will be available in sixteen Eataly stores across the globe

Gruppo Campari’s portfolio will be available in sixteen Eataly stores across the globe, including Turin, New York, Chicago, Sao Paulo, and upcoming openings.

Campari and Aperol will be championed throughout the partnership in Eataly’s bars, while Averna, Braulio, Cynar and small batch vermouth Cinzano 1757 will appear subject to local market availability.

CEO of Gruppo Campari, Bob Kunze-Concewitz said: “Campari is delighted to announce the partnership with Eataly, bringing the traditions and flavours of Italy to consumers across the globe.

“We will work with Eataly to provide its customers the most authentic experience and are confident that we will be able to exude the passion and love that Italians have for high quality food and drink.”

Branded glassware, preferential positioning on menus, and point of sale materials will boost awareness of the brand’s signature aperitivo serves, while store events and educational training by professional development centre, the Campari Academy, will drive Gruppo Campari’s “Italian lifestyle” message.

Oscar Farinetti, founder of Eataly, said: “At Eataly, we understand that good food and drink brings us together. We love to tell the stories behind each of the products, the producers who work tirelessly as well as upholding traditions and provenance.

“This is why we feel Gruppo Campari and its Italian portfolio is a perfect fit for our brand, and we hope that our customers enjoy this exciting partnership, appreciating the excellence and diversity of the Italian lifestyle, enjoying a truly Italian and perfectly served aperitivo.”

In 2014, Gruppo Campari witnessed a boost in sales due to growth in its aperitifs business.