Mutti evokes the divine in latest twist on ‘When you know, you know’ campaign, via Special

Special has expanded on its ‘When you know, you know’ platform for Mutti by introducing a goddess of pasta sauce.

The announcement:

Special has extended the witty ‘When you know, you know’ brand platform it developed for Mutti’s tinned tomatoes with a heavenly twist for the brand’s pasta sauces – a Goddess.

The campaign introduces an Italian Goddess of Pasta Sauce to show there is more to Mutti than premium tinned tomatoes. The same superior quality and dedication to deliciousness is to be found in its pasta sauces too. A discovery that once made, becomes an obsession.

Because when you know, you know. Wink, wink.

The campaign creative puts an Italian-accented, playful twist on Botticelli’s masterpiece, The Birth of Venus, that famously portrays the Italian goddess of love emerging from a giant scallop shell.

Special elevates Mutti Pasta Sauces by cheekily positioning it as another iconic Italian masterpiece.

We see another ethereal, long-haired beauty, The Goddess of Pasta Sauce 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 the instantly iconic ‘When you know, you know’ brand platform introduced by Special for Mutti in 2021 that firmly established Mutti as the premium choice for preserved tomatoes.

Sian Binder and Lea Egan, group creative directors at Special said, “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 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

Mutti

Managing Director – Trish Pegorer

Marketing Director – Samantha Filocamo

Brand Manager – Alex Zappia

Shopper Marketing Manager – Amy Smith

Agency – Special

CEO – Lindsey Evans

CSO – Dave Hartmann

CCO – Tom Martin

CCO – Julian Schreiber

Group Creative Director – Sian Binder

Group Creative Director – 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

DP – Nikita Kuzmenko

Production Designer – Sigita Šimkūnaitė

Costume stylist – Juozas Valenta

Editor – Gustav Ostrom

Colourist – Nicke Cantarelli

Online Artist – Brad Smith

Sound Post – Mosaic

Source: Extollo