How we put a foreign brand in an oversaturated market on the radar of Australian food lovers
To make Mutti 'the tomato brand' that Australian shoppers reach for whenever they cook.
The Hallway created a brand positioning celebrating Mutti's provenance and quality, then, through a content series starring respected chef Massimo Mele we invited Australian foodies to share their perfect Mutti recipes. The campaign was a successful integration of the The Hallway's Create & Connect model - where advertising was optimised in real time and amplified with social and PR activity. The campaign launched as Woolworths and Coles started selling Mutti's range of superior polpa, passata and paste.