Mutti gets saucy with 'Goddess of Pasta Sauce' in playful new campaign by Special

Special has brought a cheeky new twist to Mutti’s long-running “When you know, you know” platform, unveiling the Goddess of Pasta Sauce to promote the brand’s premium pasta sauce range.

Inspired by Botticelli’s The Birth of Venus, the campaign introduces a divine figure emerging from a giant shell, not with a love potion, but with a jar of Mutti in hand. The goddess dips her finger into the sauce for a moment of indulgent satisfaction—because, as the campaign reminds us, when you know, you know.

The campaign builds on the brand’s 2021 creative platform, which helped establish Mutti as the premium choice for preserved tomatoes in the Australian market. With this new execution, Special is helping shift perceptions beyond tinned tomatoes, highlighting the same quality and passion in the pasta sauce range.

“Mutti has a special place in our hearts," Special’s group creative directors Sian Binder and Lea Egan, said. "It is such a wonderful brand, and the playful, inventive and creative tone of voice is so unique for the FMCG category. We are so proud to continue this campaign and see it being able to live for a very long time.”

Samantha Filocamo, marketing director at Mutti added the ’When you know, you know' platform has been "extremely successful" driver of awareness for Mutti as a premium grocery brand.

"We are excited to continue this campaign with a focus now on our pasta sauces with our new 'Goddess of Pasta Sauce' that captures the same witty and bold style we've become known for.”

The campaign is rolling out across BVOD, SVOD, CTV, online video, out-of-home, digital, social and point-of-sale.