Game On, Snack On: TOO YUMM! Lets Cricket Fans Eat Their Words—Literally!

Too Yumm! has raised the game of cricket fan culture to an entirely new level with its innovative 'Too Yumm! To Cheer' initiative, launched amid India's largest cricket tournament. Forbidden from selling snacks within stadium premises, the brand, along with FCB Kinnect, converted a hindrance into a boon by making the world's first 100% edible cheer signs—immense chips covered with match-day slogans in edible ink.

 

Supporters in Ahmedabad, Hyderabad, and other cities were waving these humongous chips above their heads, only to be snacking on them within minutes, sending the crowd and social media abuzz with joy. The genius of it? Once the slogans were consumed, only the words "Too Yumm!" were left behind, merging brand awareness with supporter frenzy.

 

Guiltfree Industries CMO Yogesh Tewari pointed out that this campaign had its origins in a "loophole and sheer love from loyalists of the brand," underscoring the brand's focus on fan appreciation and thinking outside the box. FCB Kinnect CEO Rohan Mehta declared it a "best example of how creative thinking can deliver disproportionate impact," and CCO Neville Shah called its execution "simple and so much fun to execute."

 

The campaign not only highlighted traditional Indian jugaad but also created a new benchmark for experiential marketing, demonstrating that when it comes to cricket mania, Too Yumm! is always prepared to cheer—and snack—along with its fans.

 

Source: LBBOnline, Exchange4Media, Marketing Mind