Italian tomato brand, Mutti has today announced the appointment of WiredCo. as the brand’s social creative and content agency of record.
The global family-owned business, which was founded in 1899, is widely distributed in Australia and can be found in Woolworths, Coles and Independent grocers. WiredCo., who pitched against two agencies, has been retained to deliver a range of strategic, social, creative, and content duties that will position the brand for further growth.
“Mutti is such a joyful business to be partnering with. It’s a product that really does offer a truly transformational tomato experience – words I never thought I’d say! We’re so excited by the brand’s momentum and the ambition to do work that makes an impact.” says WiredCo. Partner, David Kennedy Cosgrove.
Since the brand’s 2013 launch into major Australian grocers, Mutti has shaken up the category and captured a large share of the tinned tomato, paste, passata and pasta sauce market. Through pioneering and innovative methods, the brand enjoys one of the highest customer loyalty positions in its categories, which is not an easy achievement in the commoditised tinned tomato category.
Managing Director, Trish Pegorer comments on the appointment of WiredCo.
“WiredCo have impressed us from the start – though the pitch process was highly competitive, WiredCo’s strategic thinking and strong creative ideas made them the right choice for us. The fact they’re a lovely team was the cherry on top!
“From pitch to creative development, we’ve really enjoyed getting to know the business and the lovely team at Mutti – who’ve made us feel incredibly welcome. The brand has so much room to grow in Australia and we’re looking forward to finding ways of unlocking that through amazing work in the coming years.” Says David.
“It may be my Italian heritage, but I’m really feeling the stylish Mutti vibes. It’s such a great opportunity for us to be part of their journey shaking up the tin, jar and category.” WiredCo. MD, Partner and Founder, Angela Hampton. WiredCo., a B&T Independent, Campaign Asia and AdNews Agency of the Year, is one of Australia’s fastest-growing and most awarded independent creative brandformance businesses; home to some of Australia’s most loved brands such as THE ICONIC, Pizza Hut, R.M.Williams, Red Bull, Peters Ice Cream, Georg Jensen, and Indeed; all wrapped up in a people-first culture. The business was also just announced AdNews Employer of the Year 2025.
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