Mutti, the historic Italian tomato producer, aimed to expand its footprint in the Japanese market. Mutti did not simply want to export "Italian cuisine”, but rather integrate the Mutti tomato into the daily culinary lives of Japanese consumers. We tackled the challenge by positioning the tomato as a rich source of Umami, so as to create a cultural hook, proving the ingredient belongs in Japanese fusion dishes just as much as Italian ones.

Ad Store Japan and Ad Store Italy collaborated on an integrated campaign that combined on-the-ground activation with high-impact digital influence.

To bring the product directly to the people, we launched the "Tomato Challenge." Centered around a branded food truck (the "Mutti Cart"), this activation challenged locals to taste and engage with Mutti products.

We also worked on a clear influencer strategy, with which we engaged Italian-Japanese ambassador "Bellissimo" and other local influencers to validate the fusion concept through recipe reels, teasers, and static posts.

The campaign maximized visibility also through prominent event partnerships, by anchoring to the Vegetables Day Event and AEON Italia Fair, where the ambassador hosted live workshops to drive the culinary narrative.