To many people, Mondays equals a stressful and busy start to the week. To shift away from the Monday blues sentiment and instead infuse warmth and simplicity into the weekly routine, we helped our client Mutti strengthen their Tomato Monday concept – an easy, stress free, and cozy start to the week in Nordic homes: We officially launched the Official Tomato Monday in Finland and Sweden.
The idea behind Tomato Monday is to help make the start of the week a stress-free experience. By cooking a simple pasta dish – like Pasta Pomodoro – with Mutti’s pasta sauces, and gathering friends and family for a hassle-free tasty dinner, the Tomato Monday concept aims to make people’s lives easier.
To further this new tradition, create awareness about Mutti’s pasta sauces and educate consumers on how to cook the perfect Pasta Pomodoro, we assisted Mutti in launching the Official Tomato Monday, which from now on falls on the first Monday of March every year. We coordinated an influencer campaign with paid content and sampling kits, conducted a national survey with a focus on the Swedes’ pasta cooking habits, and did a press activation about the theme.
Combined, the influencer collaborations reached over 334,000 Finns and Swedes, had more than 263,000 playthroughs and received over 3,500 engagements.
Read full case here: https://www.related.dk/case/making-mondays-better-launching-the-official-tomato-monday-in-finland-and-sweden/.
