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

Italian tomato producer Mutti wanted to create awareness about food waste – and how canned tomatoes might be part of the solution. We assisted Mutti in a three-part consumer 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. Find it here.

 

Other cases

Mutti Bullet Journal: Branding Campaign Using Creative Habit Tracker
Lifestyle

Mutti Bullet Journal: Branding Campaign Using Creative Habit Tracker

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 …
See case
Unique artwork and creative content production for Logitech for Creators
Lifestyle

Unique artwork and creative content production for Logitech for Creators

Logitech’s sub-brand Logitech for Creators (LFC) is all about creativity and helping creators share their passion. We initiated a collaboration with two Nordic artists to showcase how LFC’s products can help creative content creators showcase their talent to their audiences. The collaborations included both content for the creators’ own platforms, content for LFC’s global Instagram …
See case
Mutti: Outdoor Cooking Campaign and Event
Lifestyle

Mutti: Outdoor Cooking Campaign and Event

Norwegian outdoor cooking campaign: Influencer hiking event & recipe collab   Italian tomato producer Mutti Pomodoro has a strong love for nature and the environment where their tomatoes are grown – a love they share with many Norwegians.   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