Sam Kerr, Australia’s all-time leading goal scorer and Matildas striker, is the first narrator in Mutti and WiredCo.’s new audio campaign, Confessions of a Muttiholic: Saucy Stories.
READ MORE: All hail the Goddess of Pasta Sauce in new Mutti campaign
READ MORE: ‘The Nightly On’ celebrates women in leadership in special edition
The campaign turns real Mutti fan confessions into short romance stories. Kerr voices the first instalment, based on a fan who packed tins of Mutti Polpa into a suitcase for a romantic getaway.
What is Confessions of a Muttiholic: Saucy Stories?
Confessions of a Muttiholic: Saucy Stories extends Mutti and WiredCo.’s Confessions of a Muttiholic platform, now in its second year.
The 2025 campaign asked fans to share their love for the preserved tomato brand, drawing thousands of confessions. According to the release, entries included fans tattooing Mutti tins on their arms, using the brand as a bridal shower centrepiece, and drinking it as a pre-workout.
The new campaign shifts those stories into romance fiction. Three confessions will become three short stories, voiced by three Australian celebrities across the campaign.
“Last year proved that Muttiholics aren’t just customers, they’re passionate, dedicated and incredibly loyal brand fans who have genuinely funny, authentic and entertaining stories to tell,” said Samantha Filocamo, Marketing Director at Mutti ANZ.
“For year two, we asked how we could hand the brand back to them. Romance stories have become Australia’s latest cultural obsession, so turning real confessions into saucy short stories, voiced by talent like Sam Kerr, lets us meet that obsession inside culture rather than interrupt it. It’s also about building a community around this — inviting our biggest fans in and celebrating the Mutti lovers who’ve made the brand what it is,” added Filocamo.
View this post on Instagram
Campaign strategy
The romance stories were written by Emma Mugglestone, an award-winning Penguin Random House author. The series was produced by Rabbit, with Lachlan Dickie directing.
WiredCo. said the launch begins a five-month brand and performance campaign, with further episodes to be read by a world-famous singer and an Olympic gold medallist.
“Nobody’s quite as passionate as the lovers in a romance novel. Except, perhaps, Muttiholics. So, it felt fitting that this year, Confessions of A Muttiholic got the full romantic story treatment. Three confessions, will become three romantic stories, voiced by three iconic Australian celebrities in a way you’ve never heard them before. It’s a saucy evolution of last year’s in-depth documentary series, dripping in star power,” said Joe Stuart, Creative Director at WiredCo.
Stuart said the craft of the stories was central to the idea, with WiredCo. looking for an experienced romance author who could treat the confessions in a way that felt authentic to the genre.
@muttipomodoroau “I confess, I’m so obsessed with Mutti, I took it on a holiday with me in my suitcase.” Watch Sam Kerr in a new role as she brings a real Muttiholic confession to life in a saucy story. A tale about a holiday romance that sparks from a love of Mutti Passata.
Paid, earned and creator activity
The launch is supported by earned media, creator partnerships and paid media. Kerr’s involvement includes interviews with Channel 9’s TODAY and News Corp, syndicated across selected mastheads.
Creator partnerships include Michael Finch, Sarah Todd and Sarah Brown, with organic creator outreach planned for the second phase of the campaign.
The paid media strategy spans audio and video streaming, social, radio and out-of-home placements. WiredCo. said the campaign also connects to mealtime moments and point of purchase.
Ollie Carthy, Head of Paid Media and Strategy at WiredCo., said the campaign launched with high-impact placements across Spotify, TikTok and YouTube, followed by a 60-second roadblock across the Nova radio network during drivetime.
“We loved the challenge of taking what we started with Muttiholics last year and finding a fresh way to keep telling the story across paid, owned and earned. Saucy Stories is our way of celebrating Mutti fandom again in a playful, culturally relevant way. Next up, a world-famous singer and Olympic gold-medalist will follow during phase two of the campaign,” said Samantha Nunura, General Manager of Client Services and Business Operations at WiredCo.
Campaign credits
Mutti
Trish Pegorer – ANZ Managing Director
Samantha Filocamo – ANZ Marketing Director
Alex Zappia – ANZ Brand Manager
Amy Smith – ANZ Shopper Marketing Manager
WiredCo.
David Kennedy-Cosgrove – Partner and Managing Director
Michelle Hampton – Partner and Managing Director
Samantha Nunura – General Manager
Joe Stuart – Creative Director
Liv D’albertanson – Senior Account Manager
Sophie Millican – Creative
Cameron Morris – Designer
Jessica Nutt – Earned Media Account Director
Connie Nicolaou – Earned Media Account Manager
Sophie Young – Earned Media Senior Account Executive
Steph Edwards – Head of Social Content and Creative
Kiana Corpus – Social Media Specialist
Oliver Carthy – Head of Paid Media
Irene Sang – Paid Media Specialist
Alex Frankis – Former Head of Paid Media
Olivia Fench – Account Assistant
Christina Wilmot – Producer
Carolyn Starkey – Producer
Penguin Random House
Emma Mugglestone – Author
Rabbit Productions
Lachlan Dickie – Director
Morgan Hind – Producer
Lucas Jenner – Executive Producer
Isabel Stanfield – Production Coordinator
Emma Schofield – 1st Assistant Director
Jack Saltmiras – Director of Photography
James Campbell – 1st AC
Connor Jansen – 2nd AC/Data
Josh Miller – VTR OP
Dani Haski – Autocue
Predrag Malesev – Sound Recordist
Matt Willis – Gaffer