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Perspective: New Republique and the Mutti campaign execution

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By Steven Raeburn, N/A

July 22, 2013 | 3 min read

Brand Republique’s campaign execution for tomato company Mutti, in partnership with Coles, has been adjudged a success by the creative agency.

Brand Republique designed the campaign

The campaign, executed in May, involved the agency designing new packaging, a recipe app for mobile, a new Australian website and Facebook page, plus design direction for a major in-centre sampling campaign.

“Such was the early success of the campaign, that Coles Broadway sold out of Mutti product within 2 hours of stocking its shelves. The message about Mutti's solo pomodoro purity was spreading,” the agency said in a statement.

“The Mutti obsession with freshness and its inherent natural quality was emphasised at every step along the consumer journey, culminating with exclusive cooking demonstrations at selected Westfield centres launched by Carlo Casoni, Mutti's head chef,” the statement said.

Tim Roberts, general manager Westfield BrandSpace said: "The Mutti Tomato pop-up is a clever, engaging, well thought-out activation. Furthermore the quality of execution is excellent and really demonstrates how far the category has evolved over the years. We certainly welcome this style of pop-up at Westfield and are looking forward to seeing it executed in many more centres in our portfolio."

Nima Yassinim, New Republique's founder and ‘El Presidente’ said: "Mutti is taking on a market dominated by a cheaper private label offering. This campaign challenges entrenched brands and our 360 approach is creating new and appreciative Mutti tomato fanatics."

Trish Pegorer, Mutti Australia's brand manager said: "We are excited by the exclusive relationship with Coles and this campaign has greatly exceeded our expectations in terms of consumer response. As Italy's number 1 tomato company, we are in a strong position to provide Australians with an authentic product from a company with a passion for quality."

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