Peroni Nastro Azzurro has launched a global advertising campaign to reflect “the heart of Italian culture” as lockdown measures in the UK start to lift.

“Walk With Us” focused on the time-honoured Italian tradition of La Passeggiata, an early evening ritual which Italians routinely take – to walk, connect and socialise.

The campaign will go live across TV, radio, video on demand (VOD), out of home, print and social media, and it is spearheaded by a letter, “From Italy to the World”, to highlight the feelings people will have experienced in recent months.

Tim Clay, Managing Director, Asahi UK said: “These are strange times and circumstances that we couldn’t have imagined having to navigate through.

“The situation faced in the retail and hospitality sector is completely unprecedented, and, as a supplier to businesses of all sizes, we are on overdrive to find ways to support our valued customers – as well as the communities in which we operate.

“It will be a tricky road to recovery for many, so we continue to work with and listen to our customers to see how best we can help support them. We hope that the ‘Walk With Us’ campaign resonates with both consumers and operators, as we all try to reconnect with the places and pastimes we enjoy the most.”

The campaign coincides with on-pack activity for the brand, which has been running from March and will continue until the end of August. The giveaway offers consumers the chance to win Italian holiday experiences. Visible across multiple SKUs, entries for the competition have already surpassed 100,000.