Mutti: Muttiholic Nail Art OOH.

Background & Insight

Can you imagine loving a tomato brand so much that you'd wear it on your fingertips?

As Confessions of a Muttiholic grew, Australians continued to surprise us with increasingly unexpected expressions of their love for Mutti. One confession stood out above the rest: a fan who dreamt of covering their nails in hand-painted Mutti artwork.

It reflected a much bigger cultural truth. From martinis to gummy bears, nail art has become the latest canvas for personal obsession. This is the story of how we turned that cultural trend into a giant declaration of love for Mutti.

Background & Insight

Can you imagine loving a tomato brand so much that you'd wear it on your fingertips?

The Idea & Results

We transformed a genuine fan confession into a high-impact out-of-home campaign, featuring handcrafted Mutti-inspired nail art wrapped around the brand's iconic tomato cans. Supported by social content documenting the painstaking creation process, the work celebrated Mutti as a pantry staple that’s a cultural obsession.

By elevating a real fan's expression of devotion onto some of Australia's biggest billboards, we helped Mutti become Australia’s fastest-growing tinned tomato brand.

Mutti: Muttiholic Nail Art OOH.

Mutti: Muttiholic Nail Art OOH.

Let’s talk.

Let’s talk.

Let’s talk.