Peroni kicks off creative pitch in wake of takeover
Peroni Nastro Azzurro is reviewing its creative requirements following a change in ownership from Sabmiller to Asahi Group. Peroni’s new owner has been meeting with ad agencies this week and is drawing up a pitchlist. The process is being run through The Observatory. Pitches are due to take place in early summer.
The incumbent is M&C Saatchi, which has held the account since 2012 after beating Havas London and J Walter Thompson London.
The appointed agency will be asked to reinforce Peroni’s position as a “super-premium” beer. The work will involve integrated activity.
Peroni, Grolsch and Meantime were sold by Sabmiller to Japanese brewer Asahi Group last year.
They were sold for competition reasons ahead of Anheuser-busch Inbev’s £79bn acquisition of Sabmiller.
Peroni did not respond to requests for comment.
Peroni: incumbent is M&C Saatchi