We served up a tomato epiphany for Mutti
With our new brand platform, we disrupted the preserved tomato category, and made people question everything they thought they knew about tinned tomatoes, cementing Mutti as the premium, and only, choice for those with discerning taste.
The campaign, ‘ When you know, you know’, is founded on a consumer insight that is unique for the low interest category, which is dominated by Italian clichés and generic flavour claims. Mutti has a fiercely loyal customer base, with a deep and real passion for the product. Those who haven’t tried Mutti don’t really get what all the fuss is about, but once they do, they too become passionate, loyal advocates.