When you know how good Mutti is, you know.

Can you imagine being so obsessed with a tinned tomato brand, you got a tattoo of it on your arm? WiredCo’s new integrated campaign for Italian tomato brand Mutti, ‘Confessions of a Muttiholic’, explores the secret world of Australia’s most Mutti obsessed, featuring a new docuseries.

We wanted to celebrate the coming together of Australia’s most passionate Mutti lovers, born from the insight that when people discover Mutti, they not only love it, they become obsessed with it. Our social docu series celebrates three of these stories.

We then found ourselves with so many unique stories to tell, we went one step further by visualising them in a large format nationwide OOH campaign.

Three people. Three confessions. Three mini docos. Three OOH characters.

October 2025