Mutti.
Mutti.
Background & Insight
Mutti: Confessions of a Muttiholic.
Can you imagine being so obsessed with a tinned tomato brand that you tattooed it on your arm? In the tomato aisle, brands rarely inspire that kind of loyalty. But Mutti fans are different. Sitting behind that tattoo confession is an insight that those who try Mutti are four times more likely to repeat purchase it than other brands. We called them Muttiholics, and this is a story of how we took their strange confessions to help Mutti grow.
Background & Insight
Mutti: Confessions of a Muttiholic.
Can you imagine being so obsessed with a tinned tomato brand that you tattooed it on your arm? In the tomato aisle, brands rarely inspire that kind of loyalty. But Mutti fans are different. Sitting behind that tattoo confession is an insight that those who try Mutti are four times more likely to repeat purchase it than other brands. We called them Muttiholics, and this is a story of how we took their strange confessions to help Mutti grow.
The Idea & Results
The Idea & Results
We created the Confessions of a Muttiholic brand platform, inviting fans to anonymously share their unusual Mutti rituals, habits and obsessions. From hotline voicemails to a live confessional booth, these stories fuelled a content ecosystem spanning social, film and outdoor.
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Awareness rose to 21%
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Awareness rose to 21%
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Awareness rose to 21%
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Consideration increased to 30%
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Consideration increased to 30%
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Consideration increased to 30%
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Sales grew 14% in a flat market
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Sales grew 14% in a flat market
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Sales grew 14% in a flat market
Sales grew 14% in a flat market, making Mutti the fastest growing tinned tomato brand in Australia
Sales grew 14% in a flat market, making Mutti the fastest growing tinned tomato brand in Australia
Sales grew 14% in a flat market, making Mutti the fastest growing tinned tomato brand in Australia
Let’s talk.
Tell us about your brief or business challenge — brand, performance, creative, social, earned or search and LLMs. We'll wire it together for commercial magic.
Let’s talk.
Tell us about your brief or business challenge — brand, performance, creative, social, earned or search and LLMs. We'll wire it together for commercial magic.
Let’s talk.
Tell us about your brief or business challenge — brand, performance, creative, social, earned or search and LLMs. We'll wire it together for commercial magic.