The brief was very specific: in this exclusive event, the stand had to tell the brand in the best way possible in an important country like Germany, where Mutti is still building its own identity; at the same time, it was fundamental to communicate its values, namely the extreme care and control of the production chain, the Italian character of the product, the historicity of the brand and, in particular, to give ample emphasis to Mutti’s 4 ‘’Essential‘’ references.
The essence of the company’s philosophy and of Mutti’s products is this: to maintain and bring the flavour of the freshly picked fruit to consumers’ tables.
A crop in which the quality of the product is certified by the company represented by the figure (and signature!) of Francesco Mutti.
To communicate these concepts, we started with the idea of dividing the space into 3 different sectors.
Each area isolates and identifies a concept to be communicated: one area is dedicated to the communication of the company’s values, through the figure of Francesco Mutti in person; the central part focuses on the display of real products, the ‘ Essential’, while the last area, used as a kitchen, is devoted to the use, and tasting, of Mutti products thanks to the show cooking of the company’s official chef during the event.
The part that most involved and excited us was the communication of the company’s values and its best sellers, ca va sans dire. The giant picture of a beautiful tomato field with Francesco Mutti checking its quality, certifying the process with his signature, conveying the passion, care and attention that all the people at Mutti devote to production every day.
The focus of the stand are the ‘ Essential’: 4 iconic Mutti products – passata, pulp, triple concentrate and peeled tomatoes – which were displayed prominently in the central area. We chose to use a blackboard finish that stretches down to the floor, thus becoming an integral part of the stand.
Why the blackboard? Because it is a shopping list and the essential products are always on it.
The focus of the communication was on highlighting the differences in texture, taste and colour of the Essentials, getting to the roots of their production, namely the 4 varieties of tomatoes (Datterino, tondo, ciliegino, lungo), which Mutti is proud to grow in Italy thanks to its very controlled production chain.
The story of the company and Mutti’s products is told through photographs, attached to the wall on rustic wooden boxes, along with captions that enhance the message.
Beautifully displayed in the centre of the stand section, in a glass case, was the prestigious statue of the ‘Pomodorino D’oro’ prize, a prestigious award that the company gives every year to the best farmers who stand out in the cultivation of Mutti tomatoes: concrete proof that the company values are not just ideals, but are real and tangible.
At Mutti commitment, passion, care and quality are rewarded. Another example of how much the company cares about the quality of the supply chain.
All Creative’s work did not end there! In addition to the design phase, we have provided our experience and consultancy at all stages of the project, selecting suppliers and materials, and following the set-up work directly in Germany.
This was a prestigious and ongoing collaboration with the Mutti company, which also commissioned us to direct the professional shooting, still life and video, for the remake of their product archive.
