In late 2022 our client Mutti launched a new sustainable certification, Zero Residue of Pesticides (ZRP), for their popular Passata tomato product in Sweden. An integral part of Mutti’s brand vision is to constantly grow and improve, and the ZRP marking is a direct result of this.
But Mutti wanted to extend the theme and help and inspire consumers to do the same. So at Related we created the #GrowWithMutti campaign! A campaign that aimed to inspire Swedish consumers to also challenge themselves to make positive changes in their own lives – just like Mutti does.
To nudge Swedes to take a step towards reaching the goals they’re dreaming of – big or small – we teamed up with Swedish influencer and bullet journal expert Elin Kero, @nevnarien, to design a unique Mutti bullet journal (also known as habit tracker). The journal focused on self improvement, goal setting, and included Mutti’s story about the ZRP certification as an inspirational tale.
Swedish consumers could download the journal free of charge on Mutti’s website. It was also printed and used for PR kits to selected influencers as well as for paid influencer collaborations with @nevnarien, @namastebyemilia, and @snacksbycaroline. Each of these highly inspirational and creative influencers agreed on doing a 14 day challenge, which allowed them to take action on what they wanted to improve in their lives (using the bullet journal to track progress) as well as spreading the word about the new ZRP certification. They each shared the process with their followers and encouraged them to do the same with the campaign hashtag.
Furthermore, each influencer hosted a competition on their platforms, giving their followers the chance to win an experience that would help them reach their own personal goal. As a result Mutti has now helped three winners on the way: One won books to educate herself about dementia diseases to become better at her job working with elderly; another winner wanted to spend quality time with her kids and won fishing gear. The third winner will be taking a course to learn more about hormones and women’s health.
The last campaign element was sampling kits with Mutti’s unique bullet journal and the new ZRP Passata to selected cooking, lifestyle, and DIY influencers in order to spread the message of the new certification and Muttis initiative to help people reach their goals.
The campaign reached close to 500,000 Swedes.