Heineken Appoints GumGum in "Joyful, Nostalgic" Christmas Campaign for Birra Moretti
by on 17th Dec 2025 in News
Heineken has appointed contextual-first leader GumGum to run a Christmas 2025 campaign for Birra Moretti, celebrating key themes of family, connection, and joy. The festive special will use GumGum’s advanced contextual tech to celebrate Birra Moretti’s proud Italian heritage and charm, helping anchor viewer attention during digital’s most competitive season.
The campaign uses state-of-the-art tools to deliver emotionally rich storytelling. In a recent GumGum study of 3,000 consumers across six global markets, including the UK, US, and Germany, 67% said Christmas makes them feel joyful, and 37% reported feeling nostalgic. Birra Moretti aims to capture this warmth, using a combination of rich media creatives in high-attention content environments.
It follows GumGum’s Christmas 2024 campaign for Heineken, in which GumGum used a combination of advanced contextual targeting and attention measurement to place Birra Moretti ads in the most relevant environments for its target audience. The ads secured an average viewable Attention Time of 2.9 seconds, up nearly 20% on the GumGum benchmark – rising to 4 seconds for desktop formats (a 50% increase). They also performed 67% better on Attention Time for family and relationships content than the context average for those categories.
Further independent research from measurement company On Device showed strong uplifts in consideration, favourability, and purchase intent of between +10 to +13 points among both weekly lager drinkers and men exposed to the ads. This chimes with Birra Moretti’s target audience, known as "James", denoting 25-44 year olds with a premium lifestyle who value authenticity and spending time with loved ones.
This year’s Moretti campaign will use a broadly similar strategy to 2024, but with a renewed focus on the emotional moments that most strongly capture attention. For example, creative elements will put more emphasis on traditional seasonal imagery to convey a sense of familial warmth and togetherness.
In addition, the 2025 assets will be more creatively ambitious than last year’s static units, featuring an approach that experiments with movement and flair. This includes testing animations, such as snow gusts, to add an extra layer of nostalgia and depth. The campaign will be optimised across multiple channels, including dynamic media that adapts consistently across desktop, mobile, and social media.
"Heineken is delighted to be partnering with GumGum once again, following the excellent results of last year’s Moretti Christmas campaign," says Daniel Glynn, media buying lead at The Heineken Group. "From rich creative execution to sophisticated contextual alignment, the 2025 strategy has all the ingredients needed to command attention, highlighting Moretti as the premium lager of choice this Christmas. Above all, the campaign delivers a joyful, heartfelt tribute to family time and togetherness – values that are at the core of Birra Moretti as a brand."
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