Cooking school with an overhead mirror showing a chef at a stove with pots, herbs and bowls; a "TERRA" sign behind
Submitted by Jellybean

Mutti Essentials Influencer Pasta Masterclass at Eataly

Influencer Marketing

Jellybean hosted a pasta pairing masterclass at Eataly for foodie influencers and media on behalf of Mutti, and the agency reports a reach of 1.3M from event coverage.

1.3MReach from Coverage
12.7KInstagram Views
516Instagram Engagements

Case in 60 seconds

Mutti set Jellybean the task of driving trial and education around the Mutti Essentials range and reaching new foodie audiences, which required the products to be explained in use rather than simply placed in front of influencers and media.

The approach turns on familiarity rather than scale, because the page says guests were influencers Jellybean had worked with before or who had already used Mutti in recipe content, so the evening could deepen existing use.

The organizing idea was an exclusive pasta pairing masterclass at Eataly, where Mutti head chef Carlo Casoni and Mutti ambassador Gabi Margiotta showed how each tomato product suits a different sauce, pasta shape and cook time.

Guests opened with an Italicus spritz cocktail masterclass from the Eataly team, then cooked the demonstrated pasta recipes in teams using Polpa, Peeled tomatoes, Passata and Double Concentrate. Each left with a goody bag of the range, recipe cards and Eataly goodies to cook at home, and attendees published organic posts and stories from the evening.

Jellybean reports 14 key foodie influencers and media attending, a reach of 1.3 million from coverage and 73 pieces of unique organic posts and stories, while coverage on the Mutti Instagram received 12.7k views and 516 engagements.

Strategy Breakdown

Key foodie and chef influencers familiar with Mutti, together with key media, invited so the brand could reach new and wider foodie audiences.
Mutti acts as the teacher of the evening rather than a sponsor, since its head chef and ambassador led the demonstrations and the page frames the masterclass as education in the properties and cook times of each product.
The page says the cocktail masterclass served to break the ice so attendees got to know each other, which set up the cooking that followed as a shared activity rather than a formal briefing.

Creative & Execution System

Assets & channels

  • Instagram

Partners

  • Jellybean

Participation mechanic

  • Attendees cooked the demonstrated pasta recipes in teams using the Mutti Essentials, then took the range home with recipe cards to try in their own recipes or to replicate the masterclass dishes.

Creator role

  • Gabi Margiotta
  • Brandnewdaycreative — creator
  • Xantheross — creator

Results & Evidence

MetricValue
Reach From Coverage1.3M reach
Organic Posts/Stories73 posts and stories
Instagram Views12.7K views
Instagram Engagements516 engagements

Why Jellybean's strategy worked

  1. 1

    Casting guests who already cook with a brand lets an event deepen education rather than introduce the product from scratch, because the page says attendees had used Mutti in recipe content before.

  2. 2

    Hands on cooking in teams turns a product demonstration into participation, which gives attendees first hand material to post rather than a presentation to describe afterwards.

  3. 3

    Gifting the range with recipe cards carries the event into the home, because the page says the goody bag encouraged attendees to try the products in their own recipes or replicate the masterclass dishes.

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