19th April, 2025: Snack brand Too Yumm! came up with a fun idea for cricket fans during India’s biggest cricket tournament. Since fans are not allowed to bring regular snacks into stadiums, the brand found a smart and creative way to still be part of the game. They made giant edible signs that fans could wave during the match—and then eat!
This campaign, called “Too Yumm! To Cheer,” was created with the help of the creative agency FCB Kinnect. The signs looked like big chips. They had match-day slogans printed on them using edible ink. Once fans started eating the signs, the words “Too Yumm!” were left behind, helping people remember the brand.
Fans in cities like Ahmedabad and Hyderabad really enjoyed the idea. During the matches, many fans were seen cheering with the signs and then snacking on them. The idea quickly became popular, not just in the stadiums, but also on social media. Photos and videos of fans using and eating the signs spread fast online.
Yogesh Tewari, Chief Marketing Officer at Guiltfree Industries (Too Yumm!’s parent company), 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.”
Rohan Mehta, CEO of FCB Kinnect, shared that the idea came from noticing how fans tried to sneak snacks inside. “This idea started with a loophole and landed with pure love from brand loyalists,” he said.
Neville Shah, Chief Creative Officer at FCB Kinnect, added, “Hacking things is fun—especially when it comes to fan service. And this idea was simple and so exciting to pull off.”
By turning snacks into cheering tools, Too Yumm! created a campaign that brought fun, food, and fan excitement together. It shows that with a bit of creativity, even simple ideas can create a big impact and help a brand stand out.
