In just five years, Mutti has doubled its international revenue.
Rafael Narvaez, CMO of the iconic Italian tomato brand, shares
with Verena Gründel how a family-owned company from Parma became
a global player - without losing its soul.
After decades at PepsiCo and Mars, Rafael joined Mutti to lead
the company’s international expansion from the marketing side.
“The starting point was actually understanding where we stand
with the brand around the world and understanding that there are
markets where we are a challenger. Where we are not a market
leader. And in order to cut through and be noticed in a
challenger market, you need to be bold. You just have to. So, it
was really a cultural shift within Mutti.”
One of the bold moves Rafael initiated: The Great Tomato
Challenge in the U.S. Instead of simply sampling products, Mutti
challenged consumers to taste their tomatoes blind, compared to
fresh ones from the grocery store. The results? Tune in!
But boldness also means cultural sensitivity. In Japan, where
tomatoes aren’t a staple, Mutti started small, working with one
retailer, testing SKUs, and adapting the approach to local
consumption habits. “Being global in brand foundations and local
in execution is the key,” Rafael explains.
Mutti’s four brand pillars - quality, communication, innovation,
and consistency - are applied across all markets. From iconic
packaging to premium positioning, everything is designed to
reinforce the brand’s identity while adapting to local needs.
5 Facts from the Episode
Mutti produced 525,000 tons of tomatoes in 2023 - all harvested
in Italy.
Mutti is now present in over 100 countries; 60% of its business
comes from international markets.
Mutti doubled its international growth in just 5 years, from 30
to 60%.
New sustainable glass jars reduce CO₂ emissions by 7% - equal to
13,000 car trips between Rome and Milan.
Rafael’s top three KPIs: product velocity, brand top-of-mind, and
digital engagement.
If you enjoyed the episode, you should definitely also watch
Rafael Narvaez’s keynote at the DMEXCO CMO Summit 2025. It’s full
of sharp insights, personal stories, and actionable takeaways for
international brand leaders:
https://community.dmexco.com/event/dmexco-2025/planning/UGxhbm5pbmdfMjc0MjEwOQ==
All DMEXCO 2025 sessions are available on demand for free. Simply
register at dmexco.com and dive into the full treasure trove of
digital marketing content.
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