The Task
To launch the ‘Make It Mutti’ campaign in an extraordinary and unique way. Showcasing the brand values, heritage and lifecycle of the tomato in an immersive and engaging format, encouraging social sharing.
The Solution
We created a 360 immersive dining experience to take guests on a culinary journey through the life cycle of the tomato, held at the prestigious Saatchi Gallery. The event combined incredible food, technology, and multi-sensory storytelling in a celebration of the tomato and Mutti’s heritage and values.
Upon arrival, guests were transported straight to the sun-drenched fields of Parma, Italy—Mutti’s home and the heart of tomato cultivation. Hosted by Mutti’s brand ambassador and legendary Italian chef, Gennaro Contaldo, the opening night was an unforgettable fusion of tradition and innovation. The evening’s attendees, including loyal brand fans, media, influencers, and buyers, were treated to an exclusive experience.
To increase awareness and give Mutti fans the chance to be a part of the unique event, we partnered with Delicious and Olive magazine giving followers the chance to win tickets to nights two and three of the exclusive dining experience, alongside a Mutti social competition.
At the heart of the experience was an immersive 3-course menu that used projection mapping and interactive visuals to tell the tomato’s journey from soil to harvest. Guests enjoyed a tomato and goat’s cheese millefeuille, tortelloni with tomato and mascarpone, and a tomato-shaped panna cotta under a chocolate dome, each reflecting stages of the tomato’s life cycle. Unique dishes and visual storytelling encouraged engagement and social sharing throughout the evening.
The event beautifully combined storytelling and gastronomy. With every dish and visual display, guests were immersed in the premium taste of Mutti and values that drive the brand: quality, respect for the land and people, and a commitment to sustainable farming practices.
Results
The dining experience resulted in amazing positive feedback from media, influencers, buyers, Mutti staff and consumers. Attendees were captivated by the storytelling, inspired by the brand’s journey, and delighted by the exquisite dishes.
The event received impressive coverage across social media, with attendees having a combined reach of 3.5M. Resulting in 70 posts and over 2,000 engagements.