Shoppers perceived all canned tomatoes to be more or less the same. The purchase decision was being made on price alone. We needed to give grocery buyers a reason to fall in love with our premium priced Mutti tomatoes. But how would we take on a crowded market sector with firmly entrenched brands? Our approach was to throw as much passion into a brand re-launch as Mutti shows in growing and selecting its tomatoes in the first place. Strategically there was a unique place that we could claim. Unlike local brands, Mutti already possessed a strong and genuine association with authentic Italian cooking – a coveted position in such a crowded segment. It was now up to us to consistently represent the brand to Australian shoppers as the authentic, passionate choice when it comes to tomatoes. And we had to translate Mutti’s international reputation in terms that would grab the attention of cooking enthusiasts in Australia.
We timed our campaign to coincide with the launch of Mutti into Coles. Our quest was to create Mutti fanatics, or ‘Infatuatos.’ In store mini-billboards promoted every foodie’s dream prize – a trip for two to Italy with cooking classes in Tuscany – the cradle of Italian cuisine. We attracted potential new infatuatos with three ideas. The first was the bespoke Mutti mobile app. By giving this away as a gift with purchase, it allowed customers who were trying Polpa for the first time to find out much more about the product, quickly and easily. With recipes, meal reminders and a handy shopping list tool, it made those who were impressed by what they tasted to quickly and easily dive deeper into the brand. We also included an handy recipe suggestion tool what would remind busy Mums ahead of time what they should be buying for that night’s dinner. Simultaneously, a ‘Win a Trip to Italy’ competition was held to further boost sales while also driving home the importance of Mutti’s authentic Italian heritage. This was something that the local, cheaper brands just couldn’t do. Entry requirements asked participants to express what they felt when they first tasted Polpa.