Mutti tomato products are market leaders in Italy. A substantial reduction on EU food imports taxes in 2005 meant that Mutti could become competitive on the local market and having created and managed a very successful launch campaign, Mutti rapidly gained market-share.

In 2008, a follow up campaign was designed to consolidate this market-share and again Mangion & Lightfoot were asked to create and manage a new campaign using a fresh approach. The main focus was that Mutti used no preservatives in their flagship product ‘polpa’ or crushed tomatoes. The solution was to create an image that highlighted the health benefits of a product without preservatives.Visual rhetoric was employed to communicate this idea and the use of green serif type, red and a rustic background was used to promote the product as Italian which is associated with good, simple, healthy, home-made food.