We have. We made a campaign about her.

We're WiredCo, and we've officially launched Confessions of a Muttiholic for Italian tomato brand Mutti — a campaign that started with a hotline, escalated into a three-part docuseries, and ended up on billboards across the country featuring a woman using tomato paste tubes as hair rollers.

That's not a typo. That's the campaign.

The insight: love that goes beyond OK

Mutti's brand platform, "When You Know, You Know," sits on a quiet truth: most pasta sauce is functional. You buy it. You use it. You move on with your day.

Mutti isn't like that. When people find Mutti, something shifts. They don't just like it. They get obsessed.

We had a hunch, but we wanted proof. So we did what any agency obsessing over its strategy would do: we built a hotline.

Step one: ask people to confess

Back in May, we launched a recruitment-style media push inviting Australians to call the Confessions of a Muttiholic hotline — or DM us — and tell us about their relationship with the brand. No judgement. No prizes. Just: tell us your weirdest, deepest, most committed Mutti story.

We had a theory that we'd get some. A few enthusiasts. A nonna anecdote or two.

We got hundreds.

And not normal ones.

What we discovered

The voicemails were extraordinary. A non-exhaustive list of what came through the hotline:

• The woman who uses Mutti in her skincare

• The man who cracks open a can every morning like it's orange juice

• The bride who made Mutti the centrepiece of her wedding shower

• The woman who tattooed a Mutti can on her arm for eternity

• The artist sculpting and painting Mutti into pop art

• The chef who invented the world's first Muttinnoli — a cannoli made with Mutti

You read that right. A man. Drinks the can. Every morning.

"It might sound unusual to say people have a real connection with a tomato brand, but with Mutti, they genuinely do. We've seen such deep love and loyalty from fans that their commitment goes far beyond the ordinary."

— Samantha Nunura, Group Business Director, WiredCo

Step two: make a docuseries

We had stories that deserved a much bigger stage than a press release. So we partnered with PlayLab Creative and director Harry Sanna to chronicle the cult of Mutti in a three-part documentary series, running on TikTok and Instagram.

Each 2-minute film is a real portrait of a real Muttiholic — the artist, the morning-can-drinker, and the inventor of the Muttinnoli. They are simultaneously absurd and genuinely moving. (Yes. About tomatoes. We were surprised too.)

"It was a test of sorts to mine for insights and see what we could surface. To our delight, we discovered stories that proved Mutti obsession was real — and we wanted to amplify it at mass scale."

— Samantha Filocamo, Marketing Director ANZ, Mutti

Step three: put it on a billboard

There were so many beautiful, weird stories that we couldn't fit them all in the docuseries. So we made a large-format nationwide OOH campaign too — a series of out-of-home creative that visualises the depth of Mutti obsession in single, striking images.

The hero execution? A woman using Mutti Tomato Paste tubes as hair rollers.

It's tinned tomato advertising that has no business being this fun to look at. We wanted to behave differently to the category, and the idea of a big OOH ad featuring tomato paste tubes as curlers felt like the perfect, unexpected representation of how deep this obsession actually goes.

Why this works (the smart strategy part)

A few things we're particularly proud of:

We didn't manufacture the story — we surfaced it. The hotline wasn't a gimmick. It was a research mechanic. By inviting customers to confess, we generated real, ownable insight that fed both content and creative. We got tattoos and skincare anecdotes. Which is, frankly, more interesting than another focus group transcript.

It's category-breaking without being category-leaving. Most FMCG advertising in this aisle leans on appetite appeal: shiny tomatoes, dripping olive oil, an Italian nonna. Beautiful, but indistinguishable. We deliberately leaned away from the product shot and into the people who eat it. Different. Memorable. Still very Mutti.

It runs everywhere. Paid media (OOH, social), organic social, and earned media — all firing at once. The hotline drove earned coverage in May. The OOH and docuseries are running concurrently. It's a properly integrated campaign, not a TVC with social cutdowns and a press release glued on.

And the numbers behind it

Mutti Australia is now the fastest-growing brand in the canned tomato and pasta sauce category, stocked in over 3,200 stores nationally. The cult is no longer underground.

If you haven't met a Muttiholic yet, you will.

(Or you might already be one. The first step is admitting it.)