To celebrate Scandinavian homecooks and one of the absolute soup favorites in the Nordics; tomato soup, we helped our client Mutti organize a nationwide competition in Denmark, Norway and Sweden: The Mutti Tomato Soup Mastership!
Norwegians, Swedes and Danes are huge fans of tomato soup, and preferably a homemade version. In the colder months, many families have a go-to recipe. So, on behalf of our client Mutti, we set out to find the very best recipes from the home cooks of each country, in celebration of the warming and comforting dish. The result was the Mutti Tomato Soup Mastership, a nationwide consumer competition in each of the Scandinavian countries, where passionate home cooks and soup lovers could submit their finest tomato soup recipe. The grand prize? A trip to Mutti’s hometown Parma, Italy!
In each of the countries, we recruited well-known and loved chefs and TV-profiles to help spread the word about the competition as ambassadors, amplifying the excitement. In addition, the ambassadors also had the role as jury members for the submitted soups, together with Mutti’s own Italian head chef, Carlo Casoni. In Norway, we collaborated with TV personality and chef Lise Finckenhagen, in Denmark the ambassador was chef, TV personality and restaurant owner Casper Sobczyk, and in Sweden chef and TV personality Tareq Taylor.
To add an additional twist, the people’s voice was incorporated through an online voting platform on Mutti’s website. This allowed individuals to cast their votes for their preferred recipes from the top four selections curated by the jury. To further encourage participation, Mutti introduced an engaging Instagram filter themed “Which tomato soup are you?”
Beside taking on the difficult role of being a jury member, the ambassadors also created content for their Instagram profiles to promote the competition and encourage their followers to submit their recipes, and later also vote for their favorite nominated recipe.
We organized a filming day with the judges and the lucky winner in each country, where the winner got the opportunity to show off their soup cooking skills to the world and to the professional jury. Moreover, promotional material for Mutti was created during the day by a professional film team to ensure that the best recipes reached as many people as possible through an advertising campaign on social media.
The campaign garnered a PR reach of just over 2.1M, with 24 pieces of coverage. The influencer content had a reach of over 720K, just under 8K engagements and over 960K through plays.
Want to try the best tomato soup recipes for yourself? Check out the links below!
Denmark:
Mikkel’s tomato soup with grilled bell peppers and gorgonzola:
https://mutti-parma.com/dk/mesterskab-i-tomatsuppe-afstemning/
Norway:
Marthe’s chunky tomato soup with pangrattato:
https://mutti-parma.com/no/tomatsuppemesterskap-stemmegivning/
Sweden:
Arne’s Tomat Surprise with a panko and parmiggiano topping:
https://mutti-parma.com/se/masterskap-i-att-laga-tomatsoppa-rostning/
