Special has borrowed from Botticelli’s masterpiece, The Birth of Venus, to make its When you know, you know brand platform for Mutti even wittier than the launch for tinned tomatoes.
The new Italian Goddess of Pasta Sauce for the brand’s pasta sauces, shows there is more to Mutti than premium tinned tomatoes.
“Because when you know, you know.”
In the campaign film, Photoplay director, RBG6, evokes classical majesty for Mutti’s Goddess of Pasta Sauce. The ethereal, long-haired beauty is seen in her shell, going straight to the ‘sauce’, opening a jar of Mutti and dipping her finger in for a taste of pure perfection and satisfaction. Because she knows too.
The new campaign continues to establish Mutti as the premium choice for preserved tomato products.
Sian Binder and Lea Egan, group creative directors at Special, stated, “Mutti has a special place in our hearts. It is such a wonderful brand, and the playful, inventive and creative tone of voice is so unique for the FMCG category. We are so proud to continue this campaign and see it being able to live for a very long time.”
Samantha Filocamo, marketing director at Mutti, added, “When you know, you know brand platform has been extremely successful in driving awareness of Mutti as a premium grocery brand. We are excited to continue this campaign with a focus now on our pasta sauces with our new Goddess of Pasta Sauce that captures the same witty and bold style we’ve become known for.”
The campaign targeting foodies is running across BVOD, SVOD, CTV, OLV, OOH, DOOH, digital, social and POS.
Credits:
Client: Mutti
Managing Director: Trish Pegorer
Marketing Director: Samantha Filocamo
Brand Manager: Alex Zappia
Shopper Marketing Manager: Amy Smith
Creative Agency: Special
CEO: Lindsey Evans
Chief Strategy Officer: Dave Hartmann
Chief Creative Officers: Tom Martin & Julian Schreiber
Group Creative Directors: Sian Binder & Lea Egan
Team Lead: Gill Russell
Business Manager: Molly Cording
Integrated Producer: Will Sealey
Production Company: Photoplay
Director: RBG6
Executive Producer: Oliver Lawrance
Line Production: Grandma
Line Producer: Tadas Vaitmonas
DoP: Nikita Kuzmenko
Production Designer: Sigita Šimkūnaitė
Costume Stylist: Juozas Valenta
Editor: Gustav Ostrom
Colourist: Nicke Cantarelli
Online Artist: Brad Smith
Sound: Mosaic
