Food and drink marketing agency specialising in foodservice and retail
Submitted by Jellybean

Mutti Foodie Ambassador Programme

Influencer Marketing

Jellybean built an ambassador programme of chefs and food creators for Mutti tomatoes, with a Parma harvest trip, and reports 13.1M views from combined paid content in 2025.

187KOrganic Views
17.9KOrganic Likes
1,194Paid Watch Time
13.1MPaid Views

Case in 60 seconds

Mutti needed its premium tomato positioning to reach foodie audiences in a crowded marketplace, and the brief asked for creator partnerships that felt genuine, so a conventional paid endorsement would not have answered it.

Jellybean treats prior use as the qualifying test, because a chef or creator who already cooks with Mutti can show it as part of their own routine, which carries more credibility with foodie audiences than a sponsored introduction to the product.

Jellybean built an ambassador strategy around chefs and content creators who already used and loved Mutti, with each partner chosen to carry a distinct usage occasion or credential rather than to repeat the same message.

Em the Nutritionist, Gennaro Contaldo, Sams Eats, Our Cooking Journey and Michele Pascarella produced recipe content spanning nutrition, Italian tradition, ASMR cooking and pizza, while Jellybean hosted them in Parma for the tomato harvest, a factory tour and lunch with Francesco Mutti.

Jellybean reports that organic coverage from the Parma trip generated over 187k views and 17.9k likes, while combined paid content in 2025 recorded 13.1M views, 1,194 days of total watch time and a 2.97% engagement rate.

Strategy Breakdown

Foodie audiences, reached through the existing followings of chefs and food content creators, with content built to show usage occasions and the premium quality of Mutti tomatoes.
Tomatoes compete in a crowded marketplace, so Mutti had to make premium quality visible in use, which the page answers through recipe content that shows usage occasions rather than product claims alone.
The page positions Mutti as the tomato of choice for credible cooks, from a nutritionist and an Italian TV chef to the owner of a pizzeria voted Best Pizzeria in Europe, so the brand draws its standing from their expertise.
Jellybean holds that audiences trust a recommendation from a cook whose expertise they already follow, so it cast for genuine prior use and craft credibility rather than reach alone.

Creative & Execution System

Partners

  • Jellybean

Creator role

  • Emily English — creator
  • Gennaro Contaldo
  • Sam Way — creator
  • Francesco Mattana — creator
  • Michele Pascarella

Results & Evidence

MetricValue
Organic Views187K views
Organic Likes17.9K likes
Paid Watch Time1,194 days
Paid Views13.1M views
Engagement Rate2.97%

Why Jellybean's strategy worked

  1. 1

    Casting from existing brand users gives each endorsement a history the audience can recognise, so prior use works as a selection filter that protects authenticity rather than a detail added after contracts are signed.

  2. 2

    Matching each ambassador to a separate claim, such as nutrition, Italian heritage or pizza craft, lets one product story travel through several audiences while the partners avoid repeating each other.

  3. 3

    A trip to the place where the product is made gives ambassadors their own material and a deeper tie to the brand, so the relationship produces organic coverage beyond the paid brief.

  4. 4

    Reporting the Parma trip separately from the combined paid content results lets a brand see what the relationship earned organically and what paid support added, rather than folding both into a single total.

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