Mutti challenges chefs to ‘test their mettle’ in new campaign + competition via New Republique
Tomato purists, Mutti is embarking on a national search for Australia’s first Tomato Master. They are looking for someone with the skills and personality to front one of Italy’s leading brands in a new promotion via Sydney based agency New Republique.
Aspiring Tomato Masters will battle it out through a series of challenges designed to test their talent, toughness and attitude. The last one standing will be sent to Italy to train under the tomato connoisseurs at Mutti.
The winning Tomato Master will partner with Sandhurst Fine Foods, Mutti’s Australian distribution partner, as a brand ambassador as they evolve the Australian food service category. Mutti are seeking experienced chefs who share their passion for freshness and quality to educate consumers on the transformation of a premium raw ingredient into an authentic Italian meal.
Says Trish Pegorer, Mutti brand manager: “Mutti has a genuine quality story to tell. As Italy’s leading brand of tomatoes they are on an unceasing mission to innovate through every step of the process. Our food service customers see, taste and pass on that quality story. We’re looking for a talented personality who can bring this story to life and take Mutti to the next level in food service.”
The winner will receive a paid contract with Sandhurst Fine Foods and ongoing promotion and profile building in industry and consumer media titles, including leading hospitality magazine foodService, which closely collaborated with Mutti to launch the competition.
The integrated Tomato Master campaign comprises print, digital, branded content and direct mail.
Says Nima Yassini, New Republique CEO: “We’re very excited to launch Tomato Master off the back of Mutti’s highly successful Just Harvested consumer campaign, which was integrated across digital and in-store experiences and saw Mutti clear the shelves in Coles in less than two hours.
“It’s a pleasure to work with Yaffa Publications to develop this campaign in partnership with the highly respected foodServices magazine. With their medium and audience in mind we have created a brilliant campaign together and a strong partnership. We believe the future of advertising is all about the partnership between creative agencies and publishers.”
Chefs who believe they have what it takes to become Australia’s first Tomato Master should enter the competition at http://www.tomatomaster.com.au/.