We’re thrilled to announce that the Make It Mutti Immersive Dining Experience has been crowned Best Marketing Campaign at the World Food Innovation Awards 2025! Recognised for its bold creativity and immersive storytelling, the activity has set a new benchmark for brand activation in the food industry.

Held at London’s Saatchi Gallery, and hosted by renowned chef Gennaro Contaldo, the campaign transported guests into the heart of Parma, bringing Mutti’s rich heritage, sustainable farming practices, and premium quality to life in a way that was not just seen and heard—but tasted and felt. Floor-to-ceiling projection mapping recreated sun-drenched Italian tomato fields, while the scent of tomatoes filled the air, and the sounds of farm life completed the atmosphere. At the heart of the event was a three-course menu, designed to reflect the tomato’s lifecycle—from soil to harvest.

Beyond the event itself, the campaign achieved widespread reach through influencer and media partnerships, ensuring Mutti’s story resonated far beyond the 150 exclusive guests. The results? Unprecedented consumer engagement, strengthened brand awareness, sales growth, and Mutti’s most impactful UK campaign to date.

The award was presented at the prestigious IFE Show at London Excel, celebrating the most groundbreaking marketing and innovation in the food industry.

Speaking about the award Neil Brenson, Managing Partner (Retail & Consumer) at jellybean said: “This global award and industry recognition highlights not only Mutti’s commitment to quality and excellence but also the power of a collaborative, courageous and strategic approach to experiential brand storytelling. A huge congratulations to the whole team and everyone involved in bringing this extraordinary campaign to life. Here’s to another year of innovation, creativity, and more award-winning moments ahead!”

Graham Phelan, Marketing Manager at Mutti, shared his excitement: “What a brilliant start to the year! We are delighted to have won Best Marketing Campaign for the Make It Mutti Immersive Dining Experience. A huge thank you to Neil, Emily, and Melis for their incredible contributions, understanding the brand challenges, and providing a brave and daring plan. The partnership between Mutti and jellybean is delivering outstanding results, and with another exceptional plan for 2025, we hope to see even more awards next year!”

Check out the video of the experience on our You Tube channel here.

Neil Brenson
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