Challenge
Mutti is the leading tomato sauce in Italy, but the brand was unknown in the US. They faced multiple challenges going up against high-spending established brands like Ragu and Prego, with a goal to build sales and distribution in Whole Foods, Walmart, Stop & Shop, and other key retail stores.
- Raise awareness of a premium priced tomato sauce in a crowded category
- Provide regional sales support for the brand’s initial distribution
- Gain share in a competitive category
- Build interest and sales quickly to support the sales team’s efforts
- Drive consumers to stores selling Mutti products
Insight
Mutti’s retail distribution was concentrated in major urban centers on the eastern seaboard and Midwest.
Market research identified that consumers who were highly focused on the quality of their cooking ingredients were most likely to seek out and buy a great tasting premium priced product like Mutti.
Idea
Campaign objectives focused on both raising awareness and driving sales by surrounding “Impassioned Foodies” during key moments in their customer journey.
2-prong “surgical” local strategy launched to support brand building and sales growth
Foundation of digital media for “always-on groundcover,” plus strategic amplifications using custom tactics to address specific market nuances (e.g., radio, OOH)
Evaluated markets using a multi-variate scoring model incorporating Total Market Sales, BDI/CDI Rankings, Retail Penetration, ACV%, retail promotional commitments, media market efficiencies and target audience population