Tomato company Mutti launches new campaign to coincide with Coles launch via New Republique

Tomato company, Mutti has partnered with Coles and to coincide with the launch, Mutti’s Sydney-based agency New Republique developed a campaign to convert Australian cooks into tomato ‘infatuatos’. 

Intended to demonstrate to consumers that there is a significant difference between the offerings of tinned tomatoes and that Mutti was far and away the best available. The agency created assets starting with distinctive pack designs, a recipe app for mobile, a new Australian website and Facebook page, plus design direction for a major in-centre sampling campaign.  Such was the early success of the campaign, that Coles Broadway sold out of Mutti product within 2 hours of stocking its shelves. The message about Mutti’s solo pomodoro purity was spreading.

The campaign began in late May and each channel was crafted to magnify the consumer experience with Mutti’s products. Coles’ shelves were alive with packaging ‘mini billboards’ featuring a major promotion with a prize trip for 2 to Italy, including a highly desirable gourmet cookery class in Tuscany.  Specially marked ‘cluster packs’ drove customers to visit the website, enter their unique code and share their thoughts and feelings when they first tasted Polpa – Mutti’s distinctive finely chopped tomatoes.

The Mutti obsession with freshness and its inherent natural quality was emphasised at every step along the consumer journey, culminating with exclusive cooking demonstrations at selected Westfield centres launched by Carlo Casoni, Mutti’s head chef.

Says Tim Roberts, general manager Westfield BrandSpace: “The Mutti Tomato pop-up is a clever, engaging, well thought-out activation. Furthermore the quality of execution is excellent and really demonstrates how far the category has evolved over the years. We certainly welcome this style of pop-up at Westfield and are looking forward to seeing it executed in many more centres in our portfolio.”

To support the premium price, a specially developed mobile app was offered free to purchasers.  It gave details of the Mutti family’s history of a tomato selection and production process unlike any other and provides recipes using Mutti products as well as a shopping list function.  The app reinforces purchase by providing tempting alternative ways to transform a premium raw ingredient into an authentic Italian meal.                                                                     

New Republique built momentum from the new website and Facebook page, providing consumers with information about Mutti’s quality and versatility.  Both were forums for consumers to interact with the brand and encouraged them to embrace authentic Italian cuisine at home.  The website also houses the competition entries which are readily available for viewing and contains a ‘freshness journey’ feature which allowed visitors to discover for themselves how quickly Mutti’s lovingly grown field tomatoes are transformed into ‘Polpa’.

Says Nima Yassinim, New Republique’s founder and El Presidente: “Mutti is taking on a market dominated by a cheaper private label offering. This campaign challenges entrenched brands and our 360 approach is creating new and appreciative Mutti tomato fanatics.”

Says Trish Pegorer, Mutti Australia’s brand manager: “We are excited by the exclusive relationship with Coles and this campaign has greatly exceeded our expectations in terms of consumer response.  As Italy’s number 1 tomato company, we are in a strong position to provide Australians with an authentic product from a company with a passion for quality.”

Mutti’s international reputation for excellence will now resonate with Australians who have a strong affinity with fine Italian cooking.