the task
Deceptively simple, but ambitious in scope. Our task was to get Mutti’s pasta sauces into as many hands, and mouths, as possible, so people could taste the quality for themselves. The brief was to build a nationwide activation that would surprise and delight, driving the kind of trial that turns a first taste into a brand believer, and proving, sample by sample, that Mutti’s quality is superior.
the solution
We started with a new brand asset built from the ground up: the mobile Mutti kitchen. We sourced, designed and kitted out the vehicle, turning it into a fully branded, road ready base for food sampling, storage and street theatre, put to work the moment it hit the road.
Launching in London, we brought in acclaimed chef and Mutti ambassador Gennaro Contaldo, whose live pasta shaping demonstrations drew crowds and press attention from the first morning. Mutti CEO, Francesco Mutti also joined the launch to meet the media, sign the van and spend time with consumers on the ground.
From there, the 18 day, seven city tour continued on to Birmingham, Leeds, Manchester, Liverpool, Edinburgh and Cardiff.
At every stop, visitors could try hot pasta dressed in Mutti’s Pasta Sauce, take home a 280g jar for at-home trial, and play a spin to win game for the chance to win branded Mutti merchandise, a keepsake to remember Mutti by. Locations were chosen for high footfall, giving as many people as possible the chance to taste what makes Mutti different.
the results
The tour landed well beyond expectations. Footfall reached 1.4 million across the seven cities, with over 100,000 jars and hot samples handed out along the way.
The tour also garnered national and regional attention from the press, with coverage delivering a combined reach of 12 million OTS, including local, regional and trade press.
However, what stood out most was the resoundingly positive feedback from the British public, with shoppers calling out the fresh flavour, the authenticity of ingredients and the clean label credentials, as a reason for why they’d look to purchase the product in store.
Marketing Manager at Mutti UK
