McCann Worldgroup Italy and Raffo Bring a Little Pugliese Spirit

Raffo, the most beloved beer of Italy’s Puglia region, is sharing its positive and irreverent spirit with the rest of the country as part of a new campaign from MW Italy.  

The playful ad shares Raffo’s beloved local beer with the rest of Italy for the first time. As part of the ‘Decidedly Pugliese’ campaign, MW Italy spoofs classic ad cliches – like perfectly displaying the beer label in every shot – to highlight the local origins of Raffo’s beer. The ad also highlights the brand’s broadening business horizons as it expands distribution throughout Italy.

Using music, landscape shots and an ironic voice over for an over-the-top dramatic effect, the playful campaign from MW Italy emphasises Raffo’s decidedly Pugliese origins. And by focusing on the brand’s bond with the Puglia region, the campaign celebrates the typically Pugliese ability to face life with a positive spirit, blending tradition with modernity. 

Broadcasted on TV, digital, and social media, the campaign will also invade major Italian cities with billboards of ironic tone to highlight Raffo’s new product offering - Raffo Lavorazione Grezza – a beer that encapsulates all the positive spirit and tenacity of Puglia to be shared with the whole of Italy.

Alessandro Sciortino, chief creative officer McCann Worldgroup Italy, said, “Have you ever been to Puglia? It’s a unique experience that shows you how to be bold and fun at the same time. Now you can literally drink that spirit or enjoy it in the most Pugliese commercial ever.” 

Respected for its tradition and maintaining their original recipe, Raffo tradition with a contemporary, premium look and taste. The ad was shot entirely in Puglia and the slightly irreverent ad provided an opportunity to formalise MW Italy’s recent acquisition of Raffo’s creative assignment, marking the beginning of a positive and playful partnership.