Leagas Delaney wins Peroni Nastro Azzurro globally


Peroni Nastro Azzurro appoints Leagas Delaney after an extensive global pitch. The new appointment comes after the brand’s acquisition by Asahi Group in 2016.

Leagas Delaney pitched against a number of London agencies.  The process was led by Stuart Pocock from the The Observatory International and started late summer.

Fergus Hay, Leagas Delaney CEO, said, “Peroni Nastro Azzurro is the iconic global brand that has always stood for so much more than beer.  As an agency, we believe that it’s not an idea unless it changes business, and that is what Peroni Nastro Azzurro are looking for as they seek to connect with the global sub 30-year-old consumer. Together we have developed a digital and social first engagement and creative approach that will reinstate Peroni’s iconic status with the millennial consumer, and continue to drive Peroni Nastro Azzurro’s category leadership globally.”

The campaign will be digitally and socially led. The key markets will be UK, Japan, China and the US.

Leagas Delaney will be working closely with all Peroni Nastro Azzurro’s incumbent agencies to deliver a strategy that reinforces the brands status on the world stage.

Gisela Rule, Global Brands Portoflio Director, Asahi Europe, said “We were looking for a strategic and creative partner who understood what’s true about our brand and could connect with the younger global consumer on an emotional level and in the communications channels that our target consumer lives in. Leagas Delaney demonstrated this throughout the process and we believe that we have the partner for our long term global growth.”