Danes care deeply about sustainability — so, on behalf of our client Mutti, we launched a meaningful initiative that connects directly to the Italian tradition of cusina povera: a partnership with Too Good To Go.
Too Good To Go is a social impact company on a mission to inspire and empower everyone to fight food waste together. A perfect partner for our client Mutti, which is highly invested in sustainability practices and wished to create more impactful anti-food waste initiatives in Denmark. The collaboration kicked off with a limited-edition Mutti Parcel, available through the Too Good To Go app, featuring premium Mutti tomato products nearing their best-before date. At a great price, consumers could rescue delicious products and reduce food waste at home.
Cucina Povera – themed events
To bring the campaign to life and create awareness about Mutti as a brand that is invested in anti-food waste and sustainability, we hosted two exclusive Cucina Povera-themed events with chef and Mutti ambassador Casper Sobczyk at his restaurant Capa. Cucina Povera is an Italian cooking philosophy aiming to make the most of all ingredients and not wasting anything. The first event was an intimate press and influencer event, while the second welcomed consumers who had won tickets via a competition on Mutti’s social media channels or by purchasing the new Mutti Parcel through the Too Good To Go app.
Using rescued ingredients from Too Good To Go, Casper created a delicious high-end three-course menu for the guests. He also hosted a live “show kitchen”, demonstrating tips on how to transform leftovers by using Mutti products.
Survey on food waste
Mutti presented findings from a survey on food waste among Danes and connected the data to the Italian tradition of turning simple ingredients into extraordinary meals, while Too Good To Go highlighted the climate impact of food waste.
Here are some of the most relevant findings from the survey on food waste in Denmark which were also shared in a press release:
- 1 in 3 Danes throw away food several times a week.
- 61.6% throw away food because it gets old or reaches its expiration date.
- 53.7% mention leftovers as the most commonly wasted food category.
- Carrots are the most commonly thrown-out vegetable, closely followed by fresh tomatoes and onions. In contrast, only 3.3% throw away canned tomatoes.
Results
Through this partnership, Mutti not only showcased its premium tomato products but also encouraged Danish consumers to make small yet meaningful changes in their everyday food habits. Mutti achieved strong visibility and engagement through our event activities, which welcomed a total of 61 guests. The events generated 53 pieces of unpaid coverage with a potential reach of 1,182,584, reflecting strong interest and a positive response from both attendees and influencers.
The Mutti parcel sold out within just two days, and Too Good To Go’s owned SoMe and newsletter coverage about the parcel launch and competition generated an extra potential reach of 1,708,637 and a total engagement of 15,674 across platforms.
In this cooperation with Too Good To Go, we helped Mutti strengthen its reputation as a brand that cares about sustainability and food waste and successfully positioned Mutti as a relevant and responsible choice in the minds of Danish consumers.
