the task
Mutti challenged jellybean to put its shopper competition on-pack for the first time. The brief: drive meaningful participation at the point of purchase, deepen shopper engagement with the brand and deliver measurable category value growth across seven major UK retailers.
the solution
For the Mutti 2025 campaign, it meant putting the promotion directly on 800,000 units of two hero SKUs: Mutti Peeled Tomatoes and Mutti Polpa Finely Chopped Tomatoes 4-packs. On-pack was the channel. Everything else supported it.
The proposition, ‘Find a Golden Tomato, Win a Trip to Italy’, was rooted in genuine brand heritage. The Pomodorino d’Oro is a real award Mutti presents each year to its best tomato farmers. That authenticity gave the campaign a story worth telling at shelf and a reason for shoppers to engage beyond the mechanic itself.
The entry journey was designed to minimise friction. Shoppers bought a qualifying 4-pack, scanned the QR code on-pack or in-store, uploaded their receipt and immediately found out if they had won. All valid entrants also entered a main draw for an exclusive trip to Parma. The prize pool, 50 Mutti hampers and 2,001 digital eVouchers worth £5.75 each, was structured to feel attainable rather than aspirational and distant.
The campaign ran for 14 weeks across Tesco, Sainsbury’s, Waitrose, Morrisons, Asda, Ocado and Booths, supported by aisle fins, shelf barkers, off-shelf display and magazine placements.
the results
The 2025 campaign became Mutti’s most successful UK shopper competition to date, proving that on-pack communication, focused SKU strategy, and an optimised prize mechanic can drive extraordinary levels of shopper engagement.
- Over 11,000 total entries with a 93.3% validation rate, significantly above industry benchmarks for receipt-based promotions
- 52% eVoucher activation rate, reflecting strong post-entry engagement
- Highly positive winner feedback across all retailers
