Too Yumm Multigrain Chips: Virat proves to the nation that chips can be healthy too

Too Yumm, the crisps brand, launched its healthy Multigrain Chips product in the Indian market by partnering with cricket player Virat Kohli.

The marketing objective

The snacking category in India is growing at 11.8%, dominated by decade old established brands like Bingo (ITC), Lays and Kurkure (PEPSI CO.). Potato Chips, which occupies more than half of the snacking category is growing faster at 16.2% annually.

The belief 'healthy is never nasty' has been deeply ingrained in consumers' mind. 'Healthy' snack brands offering from established players failed to change this belief in the past, affecting their existence. With these challenges, brand Too Yumm launched its health offering 'Too Yumm Multigrain Chips' in the Potato Chips segment.

Objectives:

  1. Create High Impact Launch of Too...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands