Mutti is found in kitchens, restaurants, and the hearts of chefs and home cooks around the world. However, in many American households, Italy’s #1 tomato isn’t as well-known as it could be. Our partnership with Mutti Pomodoro USA aims to change that—helping Americans experience a tomato that actually tastes like a tomato.
We kicked off the campaign with a dynamic 15-second spot introducing Mutti to the public. The ad delivered a clean and impactful message, showcasing just how much better Italian tomatoes are compared to the competition. In this energetic spot, bland, flavourless “water balloon” tomatoes get obliterated by a can of Mutti tomatoes in a bold, saucy explosion.
This video set the stage for a major outdoor campaign that took over Hudson Square, a key neighborhood near NYC’s iconic San Gennaro Festival in Little Italy. We strategically positioned Mutti with key brand activations at the festival, including a branded Piaggio Ape scooter, a street team, and striking banners.
The next natural step in the campaign was to follow the ads with a national Taste Challenge Tour. We brought Mutti’s superior tomatoes directly to the people.
We branded a Sprinter van and trailer—complete with the Piaggio Ape—and hit the road in style. We visited city after city to build traction, generate impressions, and create new content.
We even personified the Ape as “Mutti Cutti,” using it as a fun, tertiary character in our videos to support our tour efforts. Social media channels lit up with testimonials, tour highlights, and engaging animated sequences documenting each stop.
The campaign’s grand finale brought us back to NYC for a triumphant return to the San Gennaro Festival—this time, with even bigger tomatoes in our advertising and a bold out of home media buy in NYC’s Times Square!
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