This spring, our client Mutti launched their “virtual door”; an AR experience where the user can open a door and step onto Mutti’s tomato fields in Parma, Italy – from the comfort of their own homes via a smartphone. The virtual door project aims to educate consumers on Mutti’s origins and history, while also deepening the relationship and creating a greater sense of trust.
To communicate this to consumers, we coordinated a Scandinavian influencer campaign via Instagram and podcasting content, working with influencer profiles who are long-term Mutti fans: Jon Daniel Edlund from Denmark, Elsa Billgren and Sofia Wood from Sweden, and Lise Finckenhagen and Une Oksvold from Norway – all true Mutti-lovers!
The campaign was divided into two central themes: Positioning Mutti as a trusted kitchen friend and spreading awareness about the launch of the virtual door.
In the first part of the campaign, the influencers shared their best go-to Mutti recipes, positioning Mutti as a must-have staple in their pantries which they always can trust for great quality and taste. The recipes included a slow cooked beef ragú, a quick and easy summery gazpacho, and a rustic vegetarian pasta dish.
The second part of the campaign continued the theme of kitchen friends and extended it to inviting followers to virtually travel to Italy and visit Mutti, by walking through the virtual door. Consumers were invited to learn more about the brand, history and production through a fun experience – followed by the chance to win a real-life trip to Mutti’s hometown Parma. The influencers all succeeded in creating very creative content where they each interpreted the virtual traveling in their own unique way, encouraging their followers to try it out.
Overall, the campaign resulted in visually beautiful content that was professionally done, mixing humor with emotional and educational content in a very versatile way. For example, in her reel Elsa Billgren steps through a door in her Stockholm apartment and in the next video cut she appears at her summer house in Gotland, to exemplify the journey made.
The campaign had a total reach of 626,500, a staggering 354,800 engagements, and 2,100 link clicks to the virtual door experience.