Creative / Experience / Social Media / Consumer / Events
We were tasked with creating brand awareness and trial of the Mutti Essentials range with target foodie consumers.
Through consumer research we identified Pub in the Park, Chiswick as the perfect event, to not only create brand awareness, but also to drive all-important trial with our target audience. In a first for the brand in the UK, we delivered a unique brand experience at this high-profile foodie festival.
The activity included:
Branded stand to sample the Mutti Essentials products to as many festival goers as possible and drive brand engagement via interactive elements.
Cooking classes formed the core activity on stand, hosted by Head Chef Carlo; an interactive opportunity for attendees to engage with the brand and try cooking with the Mutti Essentials: Polpa, Peeled Tomatoes, Double Concentrate and Passata. This took place around the wooden worktop and lasted for approximately 30 minutes a class, each class would create two dishes which featured one of the Mutti essential products as the star ingredient. Participants were gifted with a Mutti branded apron once they completed the class to encourage brand loyalty. Prior to the day classes were promoted via paid and organic social media posts on Mutti’s Instagram page and also on the Pub in the Park’s website, newsletter and social channels, with consumers able to prebook their slot online.
Taster samples using each of the Mutti Essentials range were handed out to festival goers, encouraging them to try the different products. Consumers were also educated of the different properties of the Essentials products, including flavour profile, texture and the variety of cooking styles they are suitable for. The people who sampled the products were then also encouraged to take part in the cooking classes/game.
A ‘fair style’ game drove people to the stand to take part in this fun interactive element. The game consisted of participants throwing squishy tomatoes at the product holes, the aim being to get for 3 (out of 5) squishy tomatoes through the holes to win. With a variety of prizes up for grabs including exclusive Mutti merchandise as well as the Essentials Double Concentrate (puree), festival goers were soon crowding round.
The whole campaign was a great success, with positive engagement and fantastic feedback all-round.
Influencer Coverage – total reach – 19.6k
Standout coverage featured on the PUB In the Park Channels with a social media reach totalling 151k, as well as a featured page on their website and coverage featured in their newsletter to their 13k database.
Samples over the weekend – 3,500 (1,000 more than anticipated!)
Prizes awarded – 410
Masterclass attendees – 68/66 (due to popular demand some attendees even tag-teamed with friends to share one class)