Tomato brand Mutti appoints Special across UK and Europe


Special London has won the UK and pan-European creative account for Mutti, Europe’s largest brand of premium preserved tomatoes, following a competitive pitch.

Mutti brief

Special has been briefed to deliver a breakthrough creative platform that will take Mutti to the next level of growth. The agency will create a pan-European brand positioning and brand platform that will launch with an integrated campaign next year.

Mutti is a 120 year old family-run business. The brand is in strong growth over Europe, doubling turnover in the last 5 years.

The campaign will launch in 2024 and will focus on Mutti’s premium quality tomato products that are the foundational ingredient for so many beloved European dishes.

Zsuzsa Gosztola, Marketing Manager, Central, Eastern and Northern Europe at Mutti said: “Consumers’ expectations are changing and becoming more challenging and the current socioeconomic evolution is making brands with strong values even more relevant.

“We aim to develop a communications strategy which reflects our values and the relentless pursuit for creating the best tomato experience for our consumer.

“Special won the business in a competitive context due to their great ability to understand the brand, our heritage and its potential and delighted us with an amazing creative power.

“Not less importantly, it is a great pleasure to work with such a highly competent team made of very attentive, open and lovely people.”

Jennifer Black, CEO & Partner at Special London, said: “Mutti is an incredible brand, full of rich heritage and values and the new brand positioning will see it reinforce this positioning on its biggest scale yet and across a range of channels and markets.

“We are delighted to help shape their future and can’t wait to get started”.