Race to Biella
We were asked to come up with ideas to promote Menabrea in bars across Scotland.
We created an experiential activity based around Menabrea’s long-standing involvement in the Giro d’Italia cycle race.
Consumers were invited to pedal the mountain stage to Biella, Menabrea’s home against a computer opponent.
Cycle fast enough and the machine automatically pours the cyclist a refreshing, ice-cold pint.