Brand: Too Yumm
Brand owner: Guiltfree Industries Pvt. Ltd.
Lead agency: MullenLowe Lintas Group, India
Industries: Savoury snacks, potato chips
Media channels: Social media, Television
Budget: Up to 500k
Too Yumm, an extremely small brand in the large 300-million-dollar Indian snacking category, was launched in 2017 as a 'healthy snacking brand'. The brand wanted to launch its second product 'baked multi-grain chips' as a healthy alternative to fried potato chips.
Snacking in India is full of dichotomies – there is a shift towards fitness, but the market size of potato chips is increasing YoY.
To cue both taste and health, Too Yumm decided to show binge eating that was guilt-free. However, to get the attention of chips lovers, it needed to shake the market with a disruptive buzz strategy.