Mutti

Simply Tomatoes

Mutti needed a story to tell both consumers and their key retailers about why their tomatoes were the best-tasting tomatoes on the market. While Erin McLaughlin was working at one of Canada’s national women’s magazines she went straight to the source and visited Mutti’s canning factory in Parma, Italy during the tomato harvest to truly understand the depth of commitment Mutti has to creating their high-quality products. She dug deep into the history of the family brand and learned from their own experts how the Mutti family of products can transform even the most basic recipe from simple to spectacular. We worked with Mutti to leverage their existing assets as well as created unique content for the brand that could be leveraged across all media platforms and products. This content was included in leading consumer magazines and websites. The subtly branded recipes were also strategically put into a free-standing recipe booklet at key retailers such as Loblaws, Fortinos, Superstores and Sobeys to further drive sales. This communicated to the retailer the high value of Mutti products and how Mutti stands out in a crowded retail category.

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