Too Yumm!, in collaboration with FCB Kinnect, has launched a quirky new campaign titled ‘Too Yumm! To Cheer’, bringing innovation straight to the cricket stands. With snacks restricted in stadiums, the brand turned to creativity—introducing edible cheer signs during India’s biggest cricket tournament.
These one-of-a-kind cheer signs were giant chips printed with popular match-day slogans using edible ink. Cricket fans in Ahmedabad and Hyderabad were seen waving the signs, then munching them mid-match. Once eaten, the remaining print cleverly revealed the brand’s name, “Too Yumm!”, blending fan engagement with a strong branding play.
The campaign taps into cricket fever and celebrates the lengths fans go to bring their favorite snacks into stadiums. It’s also a testament to Too Yumm!’s disruptive marketing approach in the competitive Indian snacks market.
Yogesh Tewari, CMO at Guiltfree Industries, said, “If our snacks made it into stadiums, it’s only because fans couldn’t leave them behind—we just made it easier and spicier.”
FCB Kinnect’s CEO Rohan Mehta called it a cultural hack, while CCO Neville Shah added, “Hacking for fan joy is always fun—and this idea nailed it.”
The campaign blends creativity, cricket, and crunch, making Too Yumm! a true game-day favorite.
