the task
To launch the ‘Deceptively Simple’ campaign in an extraordinary way. Showcasing Mutti’s heritage, passion for quality, and the journey of the tomato from field to table in an immersive and engaging format, encouraging social sharing and challenging the perception of ‘just a tin of tomatoes’.
the solution
We transformed the historic Queen’s House in Greenwich into a one-of-a-kind immersive dining experience that guided guests through the lifecycle of the tomato. Hosted by Francesco Mutti, fourth-generation CEO, the exclusive evening welcomed chefs, influencers, retailers, media and Mutti brand ambassadors. The event blended cutting-edge technology with storytelling and gastronomy to spotlight the brand’s 125-year legacy.
Innovation defined the experience. Each guest received a Mutti Polpa tin reimagined as a personal audio device, delivering Francesco Mutti’s narrative before each course – connecting heritage directly to the plate. The bespoke four-course menu showcased key pillars of the Mutti story and the versatility of its products.
- The Founding Fathers – Tomato gel, avocado, bocconcini, pickled lion’s mane mushroom, puffed rice soil – made with Mutti Passata
- Deceptively Simple – Basil & ricotta girella pasta with tomato and grilled vegetable sauce – made with Mutti Grilled Vegetable Pasta Sauce and Double Concentrate
- Fields of Parma – Golden beetroot tarte tatin with tomato gel, baby fennel, courgette flowers, and tomato tuile – made with Mutti Polpa, Passata, and Cherry Tomatoes
- Pomodorino d’Oro – Gilded vanilla cheesecake cream with tomato sorbet and raspberry compote – made with Mutti Passata and Cherry Tomatoes
The evening reached its crescendo with a breathtaking outdoor projection display using the Queen’s House and its adjacent buildings as a grand canvas. The show transformed the historic architecture into a living celebration of Mutti’s story. Roaring golden lions, sun-drenched fields of Parma, and rivers of tomatoes swept across the façade in vivid colour and sound, captivating guests before the campaign’s powerful closing statement emerged: Deceptively Simple. The theatrical finale drew enthusiastic applause and immediate social sharing, with attendees describing it as unforgettable.
Every element reinforced Mutti’s core values of quality, sustainability, and respect for land and people, while the theatrical presentation sparked conversation and social sharing throughout the night.
the results
The dining experience generated outstanding positive feedback from media, influencers, ambassadors, buyers, and Mutti HQ staff. Guests were captivated by the storytelling set within such a prestigious venue and impressed by the creativity of the dishes and the imaginative touches that elevated the evening.
The event attracted influencers and media with a combined reach of 12.8M followers. Their attendance generated significant organic coverage, with 68 social media posts delivering strong ROI and amplifying our message across platforms.
Mutti - Marketing Manager
