Mutti S.p.A, a leading tomato brand in Italy, is supporting its recent strong sales growth in the UK with a £1.7m marketing investment in a six-week TV advertising campaign in partnership with Channel 4.
After premiering last night during Jaime Oliver: Together, the advertising campaign will run until the end of October across relevant programming, including The Great British Bake Off, Sunday Brunch, Gogglebox, and throughout Jamie Oliver: Together.
The new Mutti advertising campaign was filmed in Parma, Italy during the harvest and features farmer and presenter Jimmy Doherty. He meets Francesco Mutti, owner and the fourth generation of the family to run the company; and Ugo Peruch, Agricultural Director, who works with the company’s 800 tomato farmers. Both Mutti experts help convey the brand’s core values of quality, sustainability and respect, and show UK consumers exactly why Mutti is different to its competitors.
Zsuzsa Gosztola, Mutti Marketing Manager UK, Germany and Nordics, said: “We are delighted to be making our UK TV advertising debut with this Channel 4 partnership and advertising campaign featuring farmer and presenter Jimmy Doherty.
“Jimmy is the perfect ambassador to help tell our story and introduce UK consumers to our Mutti essentials range of tomato products, which are now widely available across UK supermarkets.”
She added: “Mutti has added £3.8m in sales to the tomato category this year and in the last 12 months our sales have grown +150%. Now we are backing up this growth and increased UK distribution with a £1.7m advertising campaign which will ensure more and more consumers are aware of Mutti, our values and our uncompromised quality, and seek out our products in their favourite supermarkets and local stores.”
The Mutti range includes Polpa Finely Chopped Tomatoes, Peeled Tomatoes, Passata and Double Concentrated Tomato Puree. It is available at supermarkets including Waitrose, Ocado, Sainsbury’s, Asda, Booths.
