Premium tinned tomato brand Mutti is expanding from its position on the shelves of independent retailers to now also feature in Coles' stores. The brand developed a 360 campaign with New Republique to align with the move.
The agency developed a free recipe app along with a sampling experience in Westfield as hosted by chef Carlo Casoni to showcase the difference between cheaper versions.
Mini billboards on Coles’ shelves promoted a competition for buyers to win a trip for two to Tuscany for a gourmet cooking class if they bought the multipacks described their Mutti taste assessment via the website. A new website, Facebook profile and new product packaging were all established to complement the campaign.
Trish Pegorer, Mutti Australia’s brand manager said, “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.”
New Republique’s founder Nima Yassini said, “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.”