Mutti Travel Jacket

Creative idea

In response to a TikTok video where two Italian students abroad complained about Mutti’s high prices in Spain, we created a fashion-forward food container: the Mutti Travel Jacket. The Jacket has 26 specially crafted pockets to safely hold up to 15 kgs of Mutti, bottle and can shaped zippers, tomato-red color, internal labels with Italian tomato-based traditional recipes. The first jacket, fully stocked with sauces, was sent to the girls from the video. A bespoke contest then gave young Italians abroad the chance to win one and collect it at major travel hubs before departure.

Brand name: Mutti
Advertiser / client: Mutti
Product / service: Tomato Sauce
Campaign name: Mutti Travel Jacket
Agency network: MCCANN WORLDGROUP
Agency: McCann Worldgroup Italy
Agency chief executive officer: Daniele Cobianchi
Chief creative officer: Alessandro Sciortino
Executive creative director: Daniele Baglioni
Creative director: Stefania Abbate
Art director: Simone Bertuccio
Designer: Federica Beltrami
Account director (agency): Chiara Mariotti
Managing director: Roberta Cutuli
Strategic planner / strategist: Giovanni Lanzarotti
Senior planner: Walter Polito
Agency producer: Forbicioni Studio - Product Designer & Producer
Additional company: Javier Campopiano Worldwide Chief Creative Officer Adrian Botan Chief Creative Officer Europe Catalin Dobre CEE Creative Director and Chief Creative Officer Carmen Bistria Global Lead, Director of Product Excellence Alice Reindlová Creative Excellence Manager, Europe & the UK Carlotta Lazzaroni SMM Lead Maricla Cuomo IM Lead Alessia Di Ferdinando IM Specialist Nicola Chiappinelli SMM Margherita Lontaro Account Executive Iryna Gaiduk Developer