Skip to content
Case

Mutti tomato challenge – three part campaign to reduce food waste

Mutti tomato challenge – three part campaign to reduce food waste
Lifestyle

TALIAN TOMATO PRODUCER MUTTI WANTED TO CREATE AWARENESS OF FOOD WASTE – AND HOW CANNED TOMATOES MIGHT BE PART OF THE SOLUTION. THEREFORE, WE ASSISTED MUTTI IN A THREE-PART CAMPAIGN.

The campaign consisted of:

  • A national food waste survey in Sweden and Norway, respectively. The results of the surveys were shared with trade and lifestyle media
  • An influencer campaign with well-known and respected food profiles in each country
  • A consumer blind-tasting event per market

The survey revealed among other things that 72% of the Swedes and 76% of the Norwegians are actively trying to reduce their food waste on a daily basis. The data also showed that most people are not aware that canned tomatoes can be a great alternative or supplement to fresh tomatoes.

To inspire the Swedes and Norwegians to become more creative with their left-overs and discover the food waste reducing properties of canned tomatoes, we teamed up with two food influencers with a deep interest for sustainability.  Swedish “living on a budget”-expert and dietician Hanna Olvenmark (portionenundertian) and Norwegian food influencer Linda Stuhaug created and shared their own recipe suggestions where canned replace fresh tomatoes. Their recipes and food waste tips reached over 500,167 readers combined.

In order to challenge the widespread assumption that fresh tomatoes taste better than high-quality canned tomatoes and also inspire consumers to include more canned tomatoes in their cooking, we arranged a blind-tasting event per country. A food truck was placed in central Oslo and Stockholm, where Mutti’s chef offered the passersby bruschetta: One made with imported fresh tomatoes and one made with Mutti’s canned tomatoes. Over 1,600 people participated in the blind-tasting events and the
ensuing votings. The poll station revealed Mutti as the clear winner in both cities!

Moreover, we shot a film about the consumer blind-tasting event, aimed at SoMe advertising
on Mutti’s owned channels. In this way, the food waste theme was covered in several channels
to achieve optimum impact.

Other cases

Mutti: Hiking and Outdoors Themed Influencer Collaboration and Event
Lifestyle

Mutti: Hiking and Outdoors Themed Influencer Collaboration and Event

Italian canned tomato producer Mutti Pomodoro has a strong love for the environment where their tomatoes are grown and for nature in general – a love they share with many Norwegians. To create a sense of closeness with Norwegian consumers by connecting Mutti to topics that are relevant and dear to Norwegian hearts and minds …
See case
Intimate foodie event to increase awareness about Irish high-quality beef
Lifestyle

Intimate foodie event to increase awareness about Irish high-quality beef

On behalf of our client Bord Bia, we arranged an intimate bbq event to let a group of Swedish influencers experience the exquisite taste and quality of Irish beef.   Irish beef has an exquisite taste and quality, and although this is a very clear message to convey, nothing beats letting people taste the grass …
See case
Content creation: Articles for OptikTeam membership magazine
Lifestyle

Content creation: Articles for OptikTeam membership magazine

RELATED HAS BEEN CREATING CONTENT FOR OPTIKTEAM’S BI-ANNUAL MEMBERS MAGAZINE UPDATE SINCE 2019.   Since 2019, Related has created content for the bi-annual members magazine UPDATE on behalf of our client OptikTeam – a chain of about 170 Danish opticians. The purpose of the magazine is to educate, inspire and share knowledge among the members …
See case
Logitech VC: Hybrid Meeting Etiquette Guide x Rhetorics KOL
Lifestyle

Logitech VC: Hybrid Meeting Etiquette Guide x Rhetorics KOL

Logitech teamed up with Swedish rhetorics expert and public speaker Elaine Eksvärd in order to help companies facilitate more successful hybrid meeting experiences.   Logitech’s B2B area – Video Collaboration – is aiming for a thought leadership approach, which positions the brand as a go-to partner for companies who want better equipment to secure successful collaboration …
See case