Mutti launches nail‑art themed OOH campaign in Australia

Mutti, the Italian tomato brand, partnered with independent agency WiredCo to extend its ‘Confessions of a Muttiholic’ platform with a new out‑of‑home (OOH) campaign. The ‘Muttiholic’ campaign turns a fan’s confession of Mutti‑inspired nail art into large‑scale billboard displays that feature miniature tomato‑can designs on fingertips, accompanied by a social‑film that showcases the hand‑crafted artwork.

Marketing Director Samantha Filocamo (Mutti ANZ) said the project demonstrates how the brand’s fans “proudly wear their love” for Mutti, while Creative Director Joe Stuart (WiredCo) highlighted nail art as a cultural canvas. The initiative builds on previous Mutti fan‑driven content, including collaborations with Matildas captain Sam Kerr, and aims to celebrate the cult following through culture‑focused creativity rather than product demonstration.