What if you chose Peroni...? We designed a national shopper marketing program that reimagines the Italian tradition of aperitivo for U.S. consumers, positioning Peroni as the must-have beer for elegant, pre-meal occasions by hosting a social media contest #WhatIfPeroni and partnering up with influencers. Our strategy was tailored to two key retailers: Whole Foods and Binny’s. At Whole Foods, we inspired premium purchases through curated cross-category displays, targeted digital offers, and food court integrations that brought the aperitivo experience to life. At Binny’s, we focused on driving bulk sales with engaging email campaigns, in-store promotions, and exclusive bundle discounts for social occasions. By blending Peroni’s Italian heritage with shopper strategies, we aimed to establish Peroni as a go-to for elevated occasions.