Iconic Italian tomato brand Mutti has brought its latest campaign platform Make it Mutti to life in an extraordinary way, staging a 3-night immersive dining experience at the Saatchi Gallery, London (17-19 September 2024). This unique event, created by integrated marketing agency jellybean, invited guests on a culinary journey through the life cycle of the tomato, combining incredible food, technology, and multi-sensory storytelling in a celebration of the tomato and Mutti’s heritage and values.
A multi-sensory celebration of the tomato
Upon arrival, guests were transported straight to the sun-drenched fields of Parma, Italy—Mutti’s home and the heart of tomato cultivation. Hosted by Mutti’s brand ambassador and legendary Italian chef, Gennaro Contaldo, the opening night was an unforgettable fusion of tradition and innovation. The evening’s attendees, including loyal brand fans, media, influencers, and buyers, were treated to an exclusive experience alongside Mutti’s fourth-generation CEO, Francesco Mutti, and other senior leaders from the Mutti team who mingled with guests, sharing personal insights into the brand’s 120-year legacy.
The culinary journey: from farm to table
At the heart of this experience was an immersive 3-course meal that used interactive video and projection mapping to tell the tomato’s story from soil to harvest. As guests sat down to dine, the gallery walls came alive with evocative images of Parma’s tomato fields. The dining tables, utilising projection mapping technology from Bespoke Productions, transformed into living canvases, showcasing each stage of the tomato’s life cycle with
Stunning visuals that complemented the products on the plate
To start, guests enjoyed a tomato and goat’s cheese millefeuille, delicately sprinkled with black olive powder to represent the nutrient-rich soil in which Mutti tomatoes thrive. As the next course arrived—tomato and mascarpone tortelloni—projection mapping depicted the care and attention given to the growing tomato plants, highlighting Mutti’s commitment to sustainability. Finally, diners were treated to a tomato panna cotta in the shape of a ripe ready to be harvested tomato, revealed from under a chocolate dome, symbolising the culmination of the brand’s dedication to quality from farm to table.
Dishes using Mutti
This immersive dining experience, catered by Social Pantry, beautifully showcased how each dish was intricately designed to reflect the tomato’s journey and the brand’s unwavering dedication to quality.
A testament to tradition and innovation
The Make it Mutti experience was more than just a dinner—it was a tribute to the rich history, farmer relationships, and sustainable practices that have made Mutti a household name for over a century. With every dish and visual display, guests were invited to immerse themselves in the premium taste of Mutti and values that drive the brand: quality, respect for the land and people, and a commitment to sustainable farming practices.
Neil Brenson, managing partner at jellybean, said: “The Make it Mutti immersive dining experience was the perfect pop-up event to transport our guests to Parma and truly immerse them in Mutti’s product range, 120-year heritage, and core values of quality, sustainability, and respect. This was more than a dinner—it was a multi-sensory journey that allowed guests to experience the story of the tomato, the dedication of Mutti’s farmers, and the incredible quality and flavour of every Mutti product.”
He continues: “This experiential event highlighted how tradition and innovation can come together to create an unforgettable in real life experience, leaving guests with a deeper appreciation for the humble tomato and the brand that has mastered it for over 120 years.”
Dhiresh Hirani, MD, Mutti UK said: “At Mutti we are continuing to reinvigorate the ambient tomato category in the UK, having delivered 44% of the category’s growth in the last year and now the no.2 brand worth £28.7 million. Our Make it Mutti immersive dining pop up event marks a milestone in our journey—one that showcases our ability to combine heritage, passion, and cutting-edge technology to create meaningful and memorable brand experiences and evocative story-telling.”
The Make it Mutti campaign platform, created by jellybean, is designed to drive reappraisal of the tomato category and challenge the notion that all tomato products are created equal. For those who value authenticity, taste and quality, the message is clear: Make it Mutti.
