-- Italy’s Favorite Tomato Continues Supporting Rapid Growth in the US -- Mutti, Italy’s leading brand of premium canned and bottled tomatoes, has launched a new brand platform and advertising campaign in an effort to educate consumers that not all tomatoes are created equal. The marketing push seeks to further accelerate the brand’s rapid growth in the US.
The campaign, ‘Mutti. When you know, you know.’, aims to make people question everything they thought they knew about canned tomatoes, cementing Mutti as the premium, and only, choice for those with discerning taste.
“We are so proud of the work that went into this ground-breaking campaign,” said Kristine Ford, Marketing Director for Mutti USA. “It seems a public service to enlighten Americans that there are truly better tomatoes, canned tomatoes so incredibly delicious that they inspire real passion. This becomes even more relevant as we move into new categories, such as Pasta Sauce, where these superior ingredients make all the difference in taste.”
The campaign was developed by Mutti Australia in collaboration with Special and is founded on a consumer insight that is unique for the low interest category, which is dominated by Italian clichés and generic flavor claims. Mutti has a fiercely loyal customer base, who have a deep and real passion for the product. Those who haven’t tried Mutti don’t really get what all the fuss is about, but once they do, they too become passionate, loyal advocates.
“Some people don’t care much about canned tomatoes. But Mutti is genuinely different.” said Lea Egan, Creative Director at Special. “We aimed to set it apart and make people rethink this simple, staple product by giving it a surprisingly sophisticated personality.”
The campaign is brought to life across Connected TV, digital, social, influencer, and shopper channels this quarter, with additional elements planned for Fall 2022. It’s a strong push for Mutti, a brand that has grown quickly since establishing its US entity in 2018, now ranking among the top 20 brands in the shelf stable tomatoes category and the only one delivering growth.* The company has recently launched a new collection of Organic Tomatoes and premium Pasta Sauces to further expand its reach in the American market.
Since 1899, the Mutti family has shared their passion for everything that goes into their 100% Italian tomatoes – the sun, soil, rain and heart of their people in Parma, Italy. Mutti selects only the highest quality tomatoes, picked at the very peak of ripeness, to create their remarkably fresh tasting line of 100% Italian, non-GMO, shelf stable tomatoes, Sauces for Pizza, and Pasta Sauces that contain no additives or preservatives. Learn why Mutti is the #1 selling brand in Italy at MadeWithMutti.com.
*Source: IRI Total US Food, 52 weeks ending 1/23/22 excluding sun-dried.
CLIENT: MUTTI PARMA
Managing Director, ANZ: Trish Pegorer
Marketing Manager, ANZ: Charlotte Buswell
Brand Manager, ANZ: Amanda Cassidy
CEO, US: Chuck Waimon
Marketing Director, US: Kristine Ford
Co-CEOs: Lindsey Evans & Cade Heyde
Head of Strategy/Partner: Dave Hartmann
ECD/Partners: Tom Martin & Julian Schreiber
Creative Directors: Sian Binder & Lea Egan
Team Lead: Tiffany Hunter
Business Manager: Meri Stewart
Senior Producer: Paul Johnston
Digital Producer: Stacey Szabo
Social Lead: Sarah Mackie
Production company: Photoplay & Aspekt
Executive Producer: Oliver Lawrance
Executive Producer: Kim Buisson & Liz Dussault
Producer: Mia Tidlund
DOP: Andreas Bjørseth
Post production: Rascal Stockholm
Set Designer: Roger Rosenberg
Stills: Per Björklund @perumb
Sound House: Rumble Studios
Sound Engineer: Tone Aston
Sound EP: Michael Gie
MEDIA AGENCY: WAVEMAKER
Communication & Client Director : Luca Macri
International Lead – Client Solutions Hub Italy: Emilie Tisserand
International Communication Manager & US Client Lead : Annalisa Brita
Digital Lead : Alessandra Buono
Strategy Lead : Giulia Lazzari
SHOPPER AGENCY: IN CONNECTED MARKETING
Group Vice President: Michele Shiroma
Account Director: Rebecca Aning
Account Supervisor: Jennifer Jastrzembski
Account Executive: Melissa Pisciotta
VP, Group Creative Director: Stacy Schrack
Creative Director: Bob Poe
Sr Art Director: Olivia Cookfair