Mutti. Deceptively simple.
CHALLENGE
Mutti is a founder-led brand, steeped in heritage and a deep commitment to craft. We needed to capture the passion of the Mutti family and make this challenger brand in one of FMCGâs most commoditised categories into a premium, mustâupgrade ingredient meaningful for modern cooks at home. Mutti needed a distinctive point of view that appealed to âfood loversâ, to cut through a cluttered aisle and shift brand perception from generic canned tomatoes to a highâvalue hero.
IDEA
Deceptively Simple is the single-minded expression of Muttiâs mastery, hidden in plain sight. It celebrates 120 years of respect for the earth, 800 farmers behind every tin, the inventors of tomato purĂ©e and the highest quality standards, all distilled into one pure ingredient: the best possible tomatoes and a touch of salt. At Mutti, simplicity is not easy, it is the hardâwon result of doing everything right, so you never notice how much goes into making cooking taste this good. Simple on the surface, yet built on years of craft, care and obsession in every can.
RESULTS
+53.2% value and +44.1% volume growth over last year
#1 canned brand in the UK in unit growth
+11% uplift in âbetter qualityâ brand association
+7% uplift in âfor people like meâ brand association
The work Ran in 7+ countries
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Mutti. Deceptively simple.
We drove cut through and lifted sales by amplifying a hidden brand truth into a promise
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