Mutti has launched a nationwide ‘This Can Can’ campaign aimed at deepening shoppers’ understanding of which canned tomato product is right for their specific cooking occasion.

Leveraging Mutti’s leadership in canned tomatoes (Circana, AU Grocery Scan, Total Canned Tomatoes & Pasta Sauces, Dollar Share, July – November 2025), This Can Can addresses one of the crowded category’s key barriers to purchase: low shopper confidence in choosing the right tomato for their dish.

Usage clarity

Reaffirming to shoppers that canned tomatoes can do it all, Mutti’s campaign taps into everyday usage occasions in a playful and insightful way, reinforcing the versatility of the range, which is stocked in over 3200 stores nationally.

As a brand delivering a transformational tomato experience built on flavour and quality, Mutti wanted to provide answers to ‘why canned tomatoes’, grounded in the insight that many shoppers lack clarity around which product best suits specific dishes, leading to default purchasing behaviours and missed incremental usage opportunities.

“When the shelf feels complicated and hard to navigate, people reach for what they know, and we wanted This Can Can to clearly show which Mutti tomato works best for each cooking occasion, making it easier for shoppers to choose with confidence and explore more of the category,” said Samantha Filocamo, Marketing Director ANZ, Mutti.

“As premium category leaders in canned tomatoes, we saw an opportunity to simplify the shelf and drive meaningful education within the aisle across our speciality range, whilst supporting one of our most recognisable SKUs, Polpa. By highlighting clearer usage cues in a fresh and unexpected way, our campaign’s creative executions position Mutti as a brand whose ‘cans can’ do it all,” she said.

The campaign

Launched nationally across multiple retail and digital touchpoints, This Can Can appears in digital banners on retailer websites, a partnership with Taste.com, in-store floor decals, shelf wobblers and in-store tower displays with bespoke headers.

Activity will also expand throughout the year, with a social media campaign, additional in-store POS disruption and education phases planned for June and September, positioning This Can Can as a long-term retail growth platform.