Confessions of a Muttiholic, that began in October last year, celebrates the brand’s most devoted fans with the extraordinary ways in which they satisfy their cravings.

For this new addition, WiredCo. partnered with a notable nail artist to painstakingly recreate the miniature works of art by hand. Every fingertip features distinctive Mutti-inspired designs, from the brand’s signature tomato cans through to detailed illustrations celebrating Italy, tomatoes and the cult following the brand has built.

Although this new addition is primarily an OOH campaign, the social film steals the show.

“The response to Confessions of a Muttiholic has shown us that people don’t just buy Mutti, they genuinely love it. When we heard about someone creating Mutti nail art, we knew it perfectly captured the spirit of the platform. It’s playful, unexpected and a wonderful reminder that our biggest fans proudly wear their love for the brand in ways we could never have imagined. So, we had to honour that with the right medium, and nothing beats high impact OOH to make a big statement,” stated Samantha Filocamo, marketing director at Mutti ANZ.

“Nail art has become the latest canvas for cultural obsession. From dirty martinis to glazed donuts and gummy bears, people’s biggest and tastiest passions are ending up on their fingertips. So, we gave that cultural phenomenon a Mutti makeover, turning tomato nails into a badge of devotion to Mutti. The craftsmanship was incredible, and we loved taking a genuine fan confession and quite literally nailing it,” stated Joe Stuart, creative director at WiredCo. 

Over the past year, the platform, which has helped Mutti become Australia’s fastest-growing preserved tomato brand, has transformed real customer confessions into creative work spanning earned media, social, content and advertising, including the Muttihollic Saucy Stories campaign fronted by Matildas captain, Sam Kerr. The latest chapter pushes that thinking further, finding creativity not in product demonstrations, but in culture itself.

“We didn’t want this to feel like a prop. We wanted to create nail art that people would genuinely want to wear. Every tiny detail was handcrafted with the same level of care Mutti puts into its tomatoes, making the work feel less like advertising and more like a piece of culture,” stated Samantha Nunura, general manager at WiredCo.