Mutti serves up a tomato epiphany to the uninitiated in new campaign via Special
Mutti, Italy’s leading brand of premium preserved tomatoes, is launching a new brand platform and campaign via Special, to disrupt the preserved tomato category, and to educate that not all tomatoes are created equal.
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 clichés 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
Says Lea Egan, creative director at Special: “Most people do not care much about tinned tomatoes. It’s not a topic of conversation. But Mutti is genuinely different. We aimed to set it apart and make people rethink this simple, staple product by giving it a surprisingly sophisticated personality.”
Says Charlotte Buswell, marketing manager, Mutti ANZ: “We are very proud of this category breaking work, developed by the Mutti Australia team, in collaboration with Special. 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
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
32 Comments
That was completely unexpected, LOVE IT
Mutti means something completely different where I’m from.
That’s so much more interesting (and odd) than anything we see from Dolmio and Leggos. Congrats Special.
Mutti. And this will get noticed.
Love the art direction. Some very nice shadows in the print particularly. Looks like a European agency did it (meant as a compliment). Nice lines as well. And the insight is true. How good!
Glad Special are bringing some freshness back to Australian advertising.
Lovely work as always Sian and co!
Saw this last night. Love everything about it. Kudos.
Bene
And there’s the problem. The word Mutti means mother in GERMAN. So why the Italian theme and voice-over???
Strip away the fancy art-direction and this advertising says nothing.
Mutti is an Italian last name. They’re Italian tomatoes grown in ITALY not Germany
I will stick with Australian grown brands.
This is so fun
Ok
To see an agency that’s regarded as a hot shop actually making ads that will move product.
Good art direction but messaging is confused and @refreshing, how will it move product? Price always wins in pantry staples…
Really fun. Could be the tone or art direction, or both… but it felt like an Italian version of W+K’s campaign for Chambord, ‘Because No Reason’ https://wklondon.com/work/because-no-reason/
Tutti. Bravo Lea and Sian 👏
Why not just make pasta with farkin tomato sauce aye??? straya!!!!
Fuck, I’m so passionate about tomato sauces I’ll waste hundreds of dollars to grow and make my own. Which nothing can compare to, but Mutti is a good product, and the tagline is perfect – when you know, you know. Yes we should be buying Australian, (mate, you should be growing Australian) but Aussie tomato salsa manufacturers are shithouse imho.
Anyway, nice ad peeps. Well done.
Molte bene *chefs kiss*
@The Awful Truth – If you knew anything about Mutti you’d know it’s an Italian brand, so the voiceover is justified. It’s also one of (if not the most) respected tinned tomato brands available in Australia, which most cooks and decent home chefs swear by. Tagline is spot on.
But the headlines are all way too long, imho
If my grandmother had wheels, she would have been a bike.
You realise there are a lot more languages out there that share words right?
You made canned tomatoes cool. Nice work.
V nice. Wonder if it could have been better if the VO was more concise and not so wall to wall? Would have been more intriguing?
This is really cool. And I can’t really think of a cool ad for tinned tomatoes. So well done.
A lot of comments on here in praise of some below average work.
Name a better FMCG ad from the last 12 months? And please don’t tell me it’s some Thinkerbell scam rubbish, or a singing ad…
As chic as it should be and excellent casting. Makes me very proud to be an Itaussie. Nicely done team.
You’ve set yourself a low bar. On tv these are as forgettable as as any fmcg ad.
And the OOH/digital ads are all over the place. No consistency across the spread, and no relevance to the tagline.
Has everyone gone mad? Considering the absolute shellacking this forum gives some top notch work, one can only assume 27 of the above 30 comments are from staff at Special Group, because this is such average work it is hard to see why anyone would release is on this platform.