Mutti Heats Up Winter Cooking
An inspiring, education-focused campaign driving engagement, sales, and product knowledge across Cartology’s omnichannel touchpoints.
weekly sales
weekly units vs STLY
new-to-brand customers
Background & Objectives
Mutti recognised that customers were puzzled by the range of products and behavioural insight also told us that customers who visit recipe pages have 7.2% more items in their basket. The campaign aimed to boost sales and brand engagement by educating consumers on Mutti’s product range and inspiring scratch-cooking during winter. Mutti sought to grow awareness of each product's unique use to encourage trial and loyalty across SKUs.
Cartology Solution
Cartology leveraged customer insights to create a multi-channel campaign aligned with winter cooking trends. The approach combined educational content to distinguish between their products with omnichannel visibility to connect with consumers from pre-store inspiration to in-store decisions.
Pre-Store Inspiration
Captured shoppers’ interest with a "Four Ways" feature in Fresh Mag, using QR codes to guide them to curated recipes. Each recipe showcased a different product to educate and inspire before entering the store.
In-Store
The Winter Warmers aisle fin with take-home recipe cards featured the Passata Baked Beans recipe, engaging customers at the point of purchase and providing an easy meal solution.
Digital
Targeted food enthusiasts with digital banners and content card packages across platforms, extending reach and reinforcing recipe inspiration to maximise campaign impact across channels
Campaign Results
The Mutti Pasta Sauces campaign achieved outstanding results, winning Best Omnichannel Campaign Under $250k and 2024 Campaign of the Year at the 2024 Cartology Campaign of the Year Awards.
With a “Four Ways” feature in Fresh Mag to spark interest, in-store Winter Warmers aisle fins, and targeted digital banners, the campaign drove a +61% increase in weekly sales, a +67% rise in weekly units versus the same time last year, and 73,000 new-to-brand customers, showcasing its effectiveness in driving engagement and brand growth across channels.
