Snack brand Too Yumm!, in partnership with FCB Kinnect, launched an innovative “Too Yumm! To Cheer” campaign during India’s cricket tournament. The campaign introduced 100% edible cheer signs made of mega-sized chips with match slogans printed in edible ink. These signs were distributed in cities like Ahmedabad and Hyderabad, allowing fans to wave them for team support and snack on them during the game.
The edible signs cleverly incorporated the Too Yumm! brand in the slogans, boosting recall while engaging fans in a fun and memorable way. Yogesh Tewari, CMO of Guiltfree Industries, explained that the campaign was designed to cater to fans’ desire to bring their favorite snacks to the stadiums. Rohan Mehta, CEO of FCB Kinnect, highlighted the campaign’s creative approach to engaging Too Yumm!’s loyal fans, while Neville Shah, CCO of FCB Kinnect, praised the simplicity and effectiveness of the idea.
The campaign successfully blended fan engagement, Indian ingenuity, and creative marketing, making Too Yumm! an unforgettable part of the cricket experience.