the solution

Ambassador selection

We actively identified chefs and content creators who already used Mutti products and genuinely loved the brand. We prioritised creators whose authentic style aligned with Mutti’s values and campaign objectives, ensuring each collaboration felt natural and truly resonated with their audiences.

Variety of content

By carefully selecting five high-profile foodie ambassadors, we were able to cut through a crowded marketplace and extend our reach, engaging more consumers through a diverse range of recipe content.

Em the Nutritionist – Emily English is a powerhouse in creating accessible, nutritious meals that are both appealing and feel-good. Her content naturally demonstrates how a single product can be used in multiple ways, helping to maximise consumer value. This partnership was instrumental for Mutti, allowing us to highlight key USPs such as no added preservatives or unwanted ingredients, showcase versatile usage occasions, and reinforce that Mutti is a genuine, trusted choice for a nutritionist.

Gennaro Contaldo – A much-loved and well-known Italian TV chef, Gennaro has a genuine admiration for the Mutti brand. Rooted in his Italian heritage, this partnership allowed him to share his everyday traditional dishes – many of which hero the tomato at their core, with an audience that trusts his expertise. With Mutti as his tomato of choice, the collaboration felt naturally authentic. His chef’s seal of approval also reinforced Mutti as the right and credible choice for consumers.

Sams Eats – Sam Way is a social sensation who has elevated ASMR cooking content to an entirely new level. His recipes are trend-led, meticulously crafted, packed with flavour, and consistently showcase premium ingredients. Partnering with Sam enabled Mutti to become part of his standout culinary creations while positioning the brand at the forefront of emerging foodie trends.

Our Cooking Journey – Francesco Mattana is a modern Italian chef who brings seasonal, sustainable produce to life. His educational style and easy-to-follow recipes make his dishes accessible for anyone to recreate at home. Combined with his warm, approachable personality and authentic Italian heritage, this partnership provided the perfect platform to showcase Mutti in a fresh, inspiring way.

Michele Pascarella – owner of Napoli on the Road, voted Best Pizzeria in Europe – provided a powerful, credible platform to showcase Mutti’s superior quality. By highlighting a master of the craft, the partnership demonstrated why Mutti is the tomato of choice for exceptional pizza, reinforcing the brand’s premium positioning and its connection to culinary excellence.

Nurturing relationships

A key element of building strong partnerships with our ambassadors was nurturing the relationship and deepening their connection to the Mutti brand. To achieve this, we hosted an immersive trip to Parma, Italy – the home of Mutti. During the visit, the ambassadors experienced the most important moment in the brand’s calendar: the tomato harvest. They toured the factory, witnessed the production process firsthand, and joined an intimate lunch with Francesco Mutti himself. By giving them behind-the-scenes access to the heart of the business, we demonstrated our investment in their craft and reinforced the value and authenticity of the partnership.