the task
To drive brand awareness and encourage trial of Mutti products while building brand affinity through an extraordinary brand partnership.
the solution
We created an unmissable brand experience that brought Mutti’s Italian heritage to life through an extraordinary partnership with Napoli on the Road, Europe’s premier pizzeria. The two-day pop-up activation transformed London’s South Bank into a celebration of authentic Italian craftsmanship, delivering both trial and brand elevation in equal measure.
At the heart of the experience stood a custom-designed co-branded pizza van at Observation Point, one of London’s highest-footfall locations. Here, award-winning pizzaiolo Michele Pascarella – founder of Napoli on the Road and creator of Europe’s best pizza (50 Best Pizza Awards 2025) – served thousands of complimentary margherita slices. Each bite showcased Mutti’s iconic tomato sauce, while samples of the brand’s new Garlic Pasta Sauce encouraged trial across the product range.
The activation was designed to create lasting brand affinity through multiple experiential touchpoints. A striking Mutti gazebo, featuring a life-size pasta sauce jar, provided an Instagram-worthy backdrop that naturally encouraged social sharing and amplified reach beyond the physical footprint. An interactive tomato challenge added playful engagement- inviting passers-by to race against the clock to find three golden tomatoes hidden among red ones, with winners receiving branded wooden spoons and double concentrate purée as memorable keepsakes.
Beyond the immediate impact, this partnership positioned Mutti alongside culinary excellence. Michele Pascarella, recognised as the pioneer who introduced contemporary high-crust pizza to the UK, now uses Mutti sauces exclusively across all Napoli on the Road pizzas – a powerful endorsement that reinforces Mutti’s premium credentials. The pop-up served as the public launch of this ongoing collaboration, anchoring the brand within Europe’s most celebrated pizza culture.
The entire experience was amplified through strategic Consumer PR, maximising brand visibility, driving footfall and extending the conversation far beyond the two-day activation.
the results
The results demonstrated the power of strategic placement and partnership credibility, with the activation generating great media coverage across top-tier lifestyle publications, delivering a combined reach of 8.6M.
With 6,000 pizza samples served and 6,400 units of the new Garlic Pasta Sauce distributed, the campaign successfully drove mass trial while elevating brand perception and awareness through association with culinary excellence.
