The leading brand of premium preserved tomatoes.
Mutti, Italy’s leading brand of premium preserved tomatoes, is launching a new brand platform and campaign to disrupt the preserved tomato category, and to educate that not all tomatoes are created equally.
The campaign, created by Special, aims to evoke questions in regards to what the public think they know about tinned tomatoes. Mutti’s “When you know, you know” campaign cements Mutti as the premium, and only choice for those with discerning taste.
The campaign is founded via consumer insight that is specifically unique for the low interest category, which is vastly dominated by Italian clichés and generic flavour claims. The Mutti customer’s are fiercely loyal, all equipped with a deep and real passion for the product.Those who haven’t tried Mutti have trouble seeing what all the fuss is about, however, once they do, they too become passionate loyal advocates for the product.
The creative, launching in poster, film, social and all the way down to packaging - with a sophisticated style, dramatises the obsession that those in the know possess. It celebrates human truths rather than taking the more traditional approach of focussing on the functional product qualities.
“Most people do not care much about tinned tomatoes. It’s not a topic of conversation. But Mutti is genuinely different.” said Lea Egan, Creative Director at Special. “We aimed to set it apart and make people rethink this simple, staple product by giving it a surprisingly sophisticated personality.”
“We are very proud of this category breaking work, developed by the Mutti Australia team, in collaboration with Special,” said Charlotte Buswell, Mutti ANZ Marketing Manager. “Not only is it brave and fresh, but it really taps into the consumer insight that is unique to Mutti in the category - that our loyal consumers have a deep and real passion for our products because of their superior quality and taste.”
The campaign is brought to life across TV, digital, social, proximity OOH and POS.
CLIENT: MUTTI PARMA
Managing Director: Trish Pegorer
Marketing Manager, ANZ: Charlotte Buswell
Brand Manager, ANZ: Amanda Cassidy
AGENCY: SPECIAL AUSTRALIA
CEO/Partners: Lindsey Evans & Cade Heyde
CCO/Partners: Tom Martin & Julian Schreiber
Head of Strategy/Partner: Dave Hartmann
Creative Directors: Sian Binder & Lea Egan
Team Lead: Tiffany Hunter
Business Manager: Meri Stewart
Senior Producer: Paul Johnston
Digital Producer: Stacey Szabo
Social Lead: Sarah Mackie
PRODUCTION PARTNERS:
Director: RBG6
Production company: Photoplay & Aspekt
Executive Producer: Oliver Lawrance
Executive Producer: Kim Buisson & Liz Dussault
Producer: Mia Tidlund
DOP: Andreas Bjørseth
Post production: Rascal Stockholm
Set Designer: Roger Rosenberg
Stills: Per Björklund @perumb
Sound House: Rumble Studios
Sound Engineer: Tone Aston
Sound EP: Michael Gie
MEDIA AGENCY: Wavemaker
Client & Communications Director: Peter Andrew
