Trade / Experiential / Creative / Integrated Consumer Retail
We were tasked with creating a year-long, sustained program of activity to drive consideration, awareness, and purchase intent with the trade, consumers, and shoppers. Inspired by Mutti’s annual Pomodorino d’Oro (Golden Tomato) award, which embodies and signifies Mutti’s values and honours the farmers who grow the best 100% Italian tomatoes using sustainable farming practices, we set out to tell Mutti’s story and celebrate their dedication to quality, sustainability, and transparent relationships with its farmers.
There were three core pillars of activation, including a trade press, and trade thought leadership program, a nationwide cooking competition, and a shopper marketing promotion.
Trade print and digital ads were expertly crafted to use cleverly crafted headlines that married Mutti values with the opportunity for growth, creating a powerful message that resonated with trade buyers. Additionally, the campaign included thought-leadership pieces such as a four-page masterclass that provided expert insights on trends and best practices, helping to establish Mutti as a thought leader in the industry.
The Golden Tomato Cook Competition was a strategically important initiative that aimed to elevate the Mutti brand while tapping into the growing trend of creating restaurant quality dishes at-home. Our goal was to create an engaging and exciting experience that would generate buzz and build brand loyalty among our target audience.
The Win a Golden Tomato Trip Competition incentivized shoppers to choose Mutti over private-label and other brands by highlighting the brand’s difference and its range and by offering the chance to win a trip to Parma, as well as other prizes such as free products. The promotion was supported by eye-catching in-store displays, including shippers, barkers, aisle flags recipe cards, targeted digital ads, advertorials, and social media content.
Mutti’s distribution saw a significant increase, from 26% at the beginning of 2022 to 49% at the end of the year.
Mutti achieved increases in overall brand awareness and purchase intent.
Mutti added £4.5 million in sales during 2022, which accounted for 49% of all the total category growth. Mutti’s value share increased by 57%, from a starting share of 3.9% to ending the year at 6.1%.