The iconic Italian tomato brand Mutti has transformed the historic Queen’s House in Greenwich into the stage for a one-of-a-kind immersive dining experience.
Hosted by Francesco Mutti, fourth-generation CEO, the exclusive evening on Wednesday 17th September, welcomed chefs, food influencers, retailers, media and Mutti brand ambassadors for a multi-sensory journey celebrating the tomato – Mutti’s single-ingredient passion since 1899.
Guests arrived to walk a striking 110m red carpet stretching from the main entrance right up to the Queen’s House – a vivid symbol of Mutti’s signature ingredient, the red tomato, and a fitting prelude to an exclusive evening dedicated to tomatoes, storytelling, and innovation.
A Journey from Field to Table
Once inside, following a drinks reception complete with Mutti cocktails, guests were welcomed by Francesco Mutti and guided through the lifecycle of the tomato, from seed to harvest, in a stunning setting where sight, sound, and taste converged. Each guest had an innovative customised Mutti Polpa tin, transformed into a personal audio device. Before every course, guests were able to hear Francesco Mutti narrate the story and inspiration behind each dish.
The bespoke four-course menu, curated by caterers By Word of Mouth, showcased key pillars of the Mutti story and the versatility of its products:
- The Founding Fathers – Tomato gel, avocado, bocconcini, pickled lion’s mane mushroom, puffed rice soil – made with Mutti Passata.
- Deceptively Simple – Basil & ricotta girella pasta with tomato and grilled vegetable sauce – made with Mutti Grilled Vegetable Pasta Sauce and Double Concentrate.
- Fields of Parma – Golden beetroot tarte tatin with tomato gel, baby fennel, courgette flowers, and tomato tuile – made with Mutti Polpa, Passata, and Cherry Tomatoes.
- Pomodorino d’Oro – Gilded vanilla cheesecake cream with tomato sorbet and raspberry compote – made with Mutti Passata and Cherry Tomatoes.A Theatrical Finale
The evening culminated in a spectacular outdoor projection show produced by CLP Productions, washing the Queen’s House and adjacent buildings with vivid imagery and sound. Guests were immersed in a cinematic celebration of Mutti’s heritage, sustainability, and passion for tomatoes, with roaring golden lions, sunlit fields, and rivers of tomatoes flowing across the façade, before closing with Mutti’s campaign message: Deceptively Simple.
Celebrating Tradition and Innovation
Dhiresh Hirani, UK managing director, Mutti, said: “We are proud to create this extraordinary experience in London, at such a historic and fitting venue. It was a celebration not only of Mutti’s heritage and quality, but also of the exceptional growth we are achieving here in the UK and the relationships we are building with chefs, retailers, and consumers who share our love of tomatoes.”
Neil Brenson, managing partner at jellybean, Mutti’s creative agency, commented: “Mutti’s ‘Deceptively Simple’ campaign highlights the passion, care, and 125 years of innovation behind products that may appear simple but are anything but. It challenges the notion of ‘just a tin of tomatoes,’ and this immersive event elevated that message further by bringing it to life through a powerful, multi-sensory live experience. We’re proud to have partnered with Mutti to deliver something so ambitious, and delighted by the creativity, collaboration, and incredible response from the guests who attended and those who have viewed the content across socials.”
