Too Yumm! and FCB Kinnect’s ‘Too Yumm! To Cheer’ campaign has taken the madness of match-day fandom and added a generous helping of good old ‘desi jugaad’.
As per the brand, a challenger in India’s snacking market, Too Yumm! wasn’t allowed to sell inside stadiums during the country’s biggest cricket tournament. So instead they introduced – the world’s first 100% edible cheer signs. Mega-sized chips that came with match-day slogans in edible ink.
Fans in Ahmedabad, Hyderabad and other cities were seen waving these signs high and eating them mid-match, surprising other audiences and those on the internet. But when the snacking stopped, only two words remained: Too Yumm! Hidden in the match slogans were these two words, that made these chips the perfect snack-disguised-as-cheer signs-disguised-as brilliance, it added.
Link to the brand film:
Yogesh Tewari, CMO at Guiltfree Industries (RPSG FMCG) said “We at Too Yumm! have always believed our fans are our biggest voice, and appetite. If our snacks found their way into stadiums, it’s only because fans insisted on taking us along. We just made it easier, and a lot more masaledar.”
“This idea started with a loophole and landed with pure love from brand loyalists. Too Yumm! has always been a challenger brand when it comes to the Indian Snacks Market, and this campaign is a perfect example of how creative thinking can create disproportionate impact. It’s an idea that’s rooted in culture,” Rohan Mehta, CEO, FCB Kinnect, said.
“Hacking things is fun. Especially when it comes to fan service. And this idea was simple and so exciting to pull off.” Neville Shah, CCO, FCB Kinnect, added.
