'Too Yumm!' Hacks Cricket Fever with Edible Placards in ‘Too Yumm! To Cheer’

When fans love your snacks so much they try sneaking them into stadiums, you don’t stop them. You cheer them on.

Too Yumm! and FCB Kinnect’s ‘Too Yumm! To Cheer’ campaign takes the madness of match-day fandom and adds a generous helping of good old desi jugaad.

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.

Too Yumm! To Cheer

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.

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.” said Rohan Mehta, CEO, FCB Kinnect. “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.”

“Hacking things are fun. Especially when it comes to fan service. And this idea was simple and so exciting to pull off.” added Neville Shah, CCO, FCB Kinnect.