Mastronardi Produce Launches the Sunset Certified Tommalier Campaign
Graphic for the SUNSET Certified Tommalier Program. | Mastronardi Produce
Sunset, a Mastronardi Produce brand, is launching the Sunset Certified Tommalier campaign throughout October to celebrate National Tomato Month. The campaign takes a creative approach to educate consumers about tomato flavor in the same way sommeliers educate shoppers about wine.
A “Tommalier” is the company’s term for a tomato expert who can taste and distinguish between tomatoes, understands flavor nuances, and selects the best tomato to complement any dish. The premise is that tomatoes vary in flavor as much as wine does, each with its own sweetness, acidity, and crunch. Sunset Certified Tommaliers will receive a commemorative certificate for their enthusiasm, demonstrating how much they care about tomatoes, with certification open to anyone who follows along on social media throughout the month.
This social-first campaign invites influencers to work through a guided tomato flight, investigate flavor pairings, and share their expertise with others online and offline. The flight features the Sunset Bombs family, including Flavor Bombs, Honey Bombs, Lolli Bombs, and Sugar Bombs, alongside the new Sunset Tomato Branch.
Supported by PR initiatives, creator partnerships, in-person activations, and retailer promotions, the campaign kicked off in October with the launch of an Instagram miniseries talking all things tomato and hosted by Milla Mastronardi. Consumers are encouraged to follow along at home and try the Sunset tomato flight with friends and family.
“We’ve built the Sunset tomato lineup by delivering flavor and freshness consistently,” said Paul Mastronardi, president and CEO at Mastronardi Produce. “What we haven’t done is give consumers the language to talk about it. That’s what a Tommalier learns, and we think it changes how shoppers look at and select tomatoes.”
The Sunset Certified Tommalier campaign follows Mastronardi’s effort to build a fall program around the National Tomato Month, with last year’s effort being a national campaign for the 30th anniversary of Campari brand tomatoes.