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Mutti’s Tomato Epiphany Shows Not All Tomatoes Are Created Equal

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RBG6 buck category clichés in campaign from Photoplay and Special

Mutti’s Tomato Epiphany Shows Not All Tomatoes Are Created Equal

Mutti, Italy’s leading brand of premium preserved tomatoes, is launching a new brand platform and campaign to disrupt the preserved tomato category, and to educate that not all tomatoes are created equal - via agency Special Australia.

Directed by RBG6, the campaign, ‘Mutti. When you know, you know’, aims to make people question everything they thought they knew about tinned tomatoes, cementing Mutti as the premium, and only, choice for those with discerning taste. Consisting of two films, the campaign dramatises the obsession that those in the know possess, celebrating the human truths rather than taking the more traditional approach of focussing on the functional product qualities.

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Client

CLIENT: MUTTI PARMA

Managing Director: Trish Pegorer

Marketing Manager, ANZ: Charlotte Buswell

Brand Manager, ANZ: Amanda Cassidy

Agency

AGENCY: SPECIAL AUSTRALIA

CEO/Partners: Lindsey Evans & Cade Heyde

CCO/Partners: Tom Martin & Julian Schreiber

Head of Strategy/Partner: Dave Hartmann

Creative Directors: Sian Binder & Lea Egan

Team Lead: Tiffany Hunter

Business Manager: Meri Stewart

Senior Producer: Paul Johnston

Digital Producer: Stacey Szabo

Social Lead: Sarah Mackie

Production

PRODUCTION COMPANY: PHOTOPLAY & ASPEKT

Director: RBG6

Executive Producer: Oliver Lawrance

Executive Producer: Kim Buisson & Liz Dussault

Producer: Mia Tidlund

DOP: Andreas Bjørseth

Post production: Rascal Stockholm

Set Designer: Roger Rosenberg

Stills: Per Björklund @perumb

Sound House: Rumble Studios

Sound Engineer: Tone Aston

Sound EP: Michael Gie

Media

MEDIA AGENCY: Wavemaker

Client & Communications Director: Peter Andrew

Categories: Food, Canned Food

Photoplay / Playtime, Tue, 01 Mar 2022 09:19:19 GMT