Too Yumm! and FCB Kinnect Bowl Over Cricket Fans with Edible Cheer Campaign

Snack brand Too Yumm!, in partnership with FCB Kinnect, rolled out a standout campaign titled *"Too Yumm! To Cheer"* during one of India’s biggest cricket events. The brand creatively addressed a common issue—fans wanting to bring snacks into stadiums where Too Yumm! wasn’t available—by launching an inventive twist: 100% edible cheer signs.

These oversized chips, printed with energetic match-day slogans using edible ink, were handed out in cricket hubs like Ahmedabad and Hyderabad. Fans eagerly waved them in support of their teams—and then took bites out of their signs mid-game, sparking excitement both in the stands and on social media.

The campaign smartly wove branding into the experience. Each cheer slogan subtly included the words "Too Yumm!", ensuring the brand remained top-of-mind even as the snacks disappeared into the crowd.

What began as a clever solution to a marketing challenge turned into a celebration of fan passion. As a rising contender in India’s snack scene, Too Yumm! proved that culturally sharp, creative thinking can drive massive engagement.

*"Too Yumm! To Cheer"* is a perfect example of Indian "jugaad" innovation, blending fun, fandom, and smart marketing to literally put the brand in the hands—and mouths—of cricket lovers.

10-05-2025