the task
Following two years of strong results, we were tasked with delivering the third edition of Mutti’s shopper marketing campaign, with the goal of sustaining category excitement and driving continued sales growth across key UK supermarkets.
the solution
Building on the success of 2023, we elevated our approach with a refined 12-week instant win prize draw, deployed across Sainsbury’s, Waitrose, Morrisons, and Asda. The 2024 campaign maintained the compelling “Win a Food Adventure in Parma” proposition, featuring the coveted Golden Tomato Experience as the grand prize, a luxurious 5-night stay in Parma including travel, hire car, exclusive food tour, and a private cooking masterclass with Mutti Head Chef Carlo Cassoni.
Supporting prizes included 100 premium Mutti hampers and thousands of Mutti e-vouchers, creating multiple win opportunities to sustain shopper engagement throughout the campaign period.
We implemented a game-changing mechanic refinement for 2024, by rollover winning moments. Unlike 2023, where unclaimed prizes were forfeited, the 2024 campaign ensured every winning moment automatically rolled over to the next valid entrant if left unclaimed. This innovation guaranteed maximum prize distribution and enhanced chances of winning, driving stronger consumer participation and brand affinity.
Shopper Media Execution:
The campaign leveraged a suite of high-impact touchpoints along the path to purchase, including:
- Eye-catching aisle fins and shelf barkers
- Engaging online digital banners
- Prominent trolley banners
- Strategic full-page placements in retailer customer magazines
All creative featured bold, on-brand visuals showcasing Mutti products alongside cues to the prizes on offer. Prominent QR codes and clear calls to action enabled seamless entry via receipt upload, ensuring a smooth and engaging shopper experience.
The Results
- The shopper campaign in 2024 supported visible sales uplift across the majority of retailers vs last year
- The brand continued to drive category growth, contributing significant incremental value to the tomato category
- The campaign delivered strong engagement among entrants, with higher coupon redemption and more effective prize distribution compared to previous years thanks to innovations such as rollover winning moments. These refinements ensured every participant had a higher chance of winning, driving brand impact and providing valuable learnings for future campaigns
- Coupon redemption rate of 56% dramatically outperformed the industry benchmark of 0.25-2.5%, demonstrating powerful post-entry engagement and genuine perceived value among participating consumers
The 2024 campaign successfully reinforced Mutti’s premium positioning, strengthened shopper loyalty, and proved that thoughtful mechanic optimisation, specifically the rollover innovation, can enhance campaign effectiveness and ROI.
