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.
In a coordinated influencer marketing effort, we teamed up with six foodie influencers to bring the Tomato Monday concept to life: Sofia Wood and Louise Laurenius in Sweden, along with Hannele Hyvärinen, Tara Junker, Johanna Turpeinen, and Emili Kumpuniemi in Finland.
Ahead of the official Tomato Monday launch, the influencers created inspirational, engaging, and cozy content with their best easy, yet tasty, Tomato Monday recipes, to inspire their followers. Sofia Wood also hosted an Instagram Live, where her mother joined her in cooking a Pasta Pomodoro meal in her private kitchen. During the cooking session, she interacted with viewers, answered questions and shared her best tips and tricks.
The Live was advertised in reels and stories prior to the event, to encourage followers to join Sofia in the cook-along. It was also communicated via a podcast advertisement in Sofia’s popular podcast Billgren & Wood, which has over 20,000 listeners per week. Combined, the influencer collaborations reached over 334,000 Finns and Swedes, had more than 263,000 playthroughs and received over 3,500 engagements.
To spread the word even further, we sent out 30 Instagram friendly kits to relevant food influencers across both countries. The kits included everything needed for an authentic Tomato Monday celebration: High-quality Italian pasta, parmesan, a table cloth, Mutti’s pasta sauces, and high-quality sea salt, along with cards explaining the concept and offering pasta cooking tips, featuring Sofia Wood in Sweden. The initiative achieved 40 organic, unpaid exposures and nearly 620,000 potential impressions.
Additionally, we conducted a nation-wide survey in Sweden which revealed interesting facts about Swedes’ pasta-cooking habits, preferences, and opinions. The findings were connected to the Tomato Monday theme and used in a press release, which resulted in a PR reach of over 794,000 and coverage in key media like Aftonbladet, Godare and Butikstrender.
