In the fast lane: Mutti in top form in the LZ MEDIEN!

Since Mutti was founded 120 years ago, the company has worked to bring the tomato to its highest expression. All Mutti tomatoes grow in carefully selected fields in Italy, where the best tomato varieties ripen under the Italian summer sun.

Deeply rooted in the territory, Mutti is committed to sustainability, nature conservation and biodiversity. The DNA of Mutti is made up of quality, innovation and reliability, to which Mutti has always remained loyal from the very beginning. Mutti's success underscores the importance of these values.

Cross-media presentation as Top Marke 2021 winner in the category ready-to-eat/steady sauces by means of large-scale ads in Lebensmittel Zeitung and LZ direkt as well as banners in the LZ Newsletter and on LZ.net. In 2022, Mutti won the Top Marke in the tomato paste category and also celebrated this success in an attention-grabbing way in the LZ media!

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Full attention through prominent and thematically appropriate placements such as the LZ RegionalReport Italy in combination with top banner placements in the newsletter.

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Presentation of Mutti's high level of expertise through an article in the "Warenwissen" section of LZ direkt.

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As a sponsor, Mutti accompanied LZ MEDIEN on the roadshow, SUPERMARKT STARS ON TOUR 2021, and emphasized its own reliability for partners at the POS.

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In 2022, Mutti was live on site as a sponsor of the SUPERMARKT STARS 2022 and presented itself with its own booth and delicious specialties in Frankfurt.

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Print campaigns with high recognition value and authenticity. Here, too, the values of Mutti can be found again and again.

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Mutti attracted even more attention with his own audio spot in the LZ Audio News, personally recorded by Francesco Mutti!

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Communication solution:

Mutti invested in constant cross-media communication in LZ MEDIEN to convey relevant messages to retail decision-makers such as the brand development in the German market as well as the values of the Italian family brand.

The high quality of traditional Italian products was presented in a thematically appropriate environment such as the LZ LänderReport Italien. Moreover, Mutti emphasized its own expertise in the context of a "Warenwissen" article in LZ direkt and through the cross-media presentation as Top-Marke Winner 2021 and 2022. The concept was rounded off by the digital accompaniment of the image campaign.

In addition, Mutti's sponsoring presence at the SUPERMARKT STARS 2021 and 2022 directly showed decision-makers at the POS how Mutti's products can contribute to success on the sales floor.

Campaign Overview

Campaign goals:
Brand building (Top-Marke), market share increase, image campaign (emphasizing sustainability, quality, reliability and expertise), product launch.

Target group:
Decision-makers in retail headquarters, independent retailers and the decision-makers at the POS.

Campaign period:
January 2021 - June 2022

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