INSIGHT

With an understanding that “quality begins with the field and with who farms it,” the company over the years has spearheaded a number of collaborative projects focused on its producers that led to the creation of the ‘Pomodorino d’Oro’ event in 2000. This annual internal event recognizes Mutti’s agricultural partners who excel in the production of tomatoes while adhering to a series of qualitative and sustainability-focused standards. And what’s more, thanks to the company’s partnership with the WWF, Mutti developed an initiative focused on concrete CSR objectives which in 2015 obtained excellent results, including a 4.6% reduction of water use and 27% reduction of CO2 emissions when compared to 2009 figures.

IDEA

Within this context, Edelman identified the internal Pomodorino d’Oro concept as a communications platform with huge public-facing potential, along with the development of a storytelling content strategy based around the tomato’s life cycle.

Inspired by the age-old end-of-season tomato festival traditions, Edelman ideated a “celebratory day” focused on the Pomodorino d’Oro concept. With a “double-soul” targeting both corporate and consumer audiences, the day positioned farmers as “modern Earth Heroes.” Indeed, their credibility and long-lasting relationship with Mutti ensured they were trusted spokespersons to help tell this engaging story. Edelman worked with the “modern Heroes” to develop content sharing the stories of their daily lives and the importance of the responsible production of excellent tomatoes. For the occasion, Edelman also conceptualized and organized a media and stakeholder event celebrating these heroes, as well as featuring live cooking demos with traditional Italian recipes. Furthermore, the event also served as the occasion for Mutti to share the company’s annual sustainability report and results previously mentioned.

The result? A true, winning “Pomo d’Oro” from farm to table!

IMPATTO

I MOMENTI CHIAVE:

• Conversazione costante attraverso tutti i media, grazie a selezionati giornalisti e blogger che hanno partecipato all’evento
• Copertura mediatica che ha incluso servizi dedicati all’evento e interviste a Francesco Mutti trasmessi da programmi di rilievo nazionale come Tg4 e Studio Aperto e articoli su testate come il Corriere della Sera e il Venerdì di Repubblica
• Social buzz sui canali degli ospiti e dei protagonisti con l’hashtag #muttipomodorodapremio, raggiungendo un’audience di oltre 2.6 milioni di impression e più di 200 mention.

L’evento ha visto anche la partecipazione di personalità di spicco della stampa CSR come Luca Conti e Andrea Radic, e food blogger come Teresa Balzano, Marta Tovaglieri e Paola Sucato, che hanno contribuito a raccontare la nostra storia.