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Mutti bucks category cliches, serving up a tomato epiphany to the uninitiated
Mutti, Italy's leading brand of premium preserved tomatoes, is launching a new brand platform and … read morecampaign to disrupt the preserved tomato category, and to educate that not all tomatoes are created equal.
Created by Special, the campaign, 'Mutti. When you know, you know', aims to make people question everything they thought they knew about tinned tomatoes, cementing Mutti as the premium, and only, choice for those with discerning taste.
The campaign is founded on a consumer insight that is unique for the low interest category, which is dominated by Italian cliches and generic flavour claims. Mutti has a fiercely loyal customer base, who actually have an almost unheard of, deep and real passion for the product. Those who haven't tried Mutti don't really get what all the fuss is about, but once they do, they too become passionate, loyal advocates.
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.
read less...Media Agency: Wavemaker
Client & Communications Director: Peter Andrew
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