Credit: WiredCo.
Matildas striker Sam Kerr has voiced the first in a series of short romance stories drawn from real Mutti fan confessions, fronting a five-month push from agency WiredCo.
Confessions of a Muttiholic: Saucy Stories builds on a platform Mutti and WiredCo. launched last year, when the pair gathered fan confessions for a documentary series.
This time those confessions have become scripted romance stories, written by Penguin Random House author Emma Mugglestone and produced by Rabbit, directed by Lachlan Dickie.
Kerr voices a fan who packs tins of Mutti's Polpa into a suitcase for a romantic getaway. A singer and an Olympic gold medallist will narrate two further instalments in a second phase.
WiredCo. creative director Joe Stuart said the agency wanted a narrator audiences wouldn't expect.
"We spent many months searching, discussing and meeting with multiple talent until we'd found the right ones who could be transformed with the help of our director, Lachie," Stuart said.
Mutti ANZ marketing director Samantha Filocamo said Muttiholics have stories worth telling.
"They're passionate, dedicated and incredibly loyal brand fans who have genuinely funny, authentic and entertaining stories to tell," Filocamo said.
The campaign opened with placements on Spotify, TikTok and YouTube, followed by a 60-second spot on the Nova radio network during drivetime.
WiredCo. head of paid media Ollie Carthy said the media plan was built around where Australians consume romance content, pointing to podcast listening and BookTok engagement.
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