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Too Yumm! appoints Mullen Lintas and Initiative as creative media AoR

Mullen Lintas Mumbai won the account after a multi-agency pitch that saw the participation of six agencies across India

Mullen Lintas Mumbai has been appointed as creative agency for Too Yumm!, the packaged foods brand of The RP-Sanjiv Goenka Group’s FMCG arm Guiltfree Industries Ltd. On the other hand, IPG Mediabrands’ media agency Initiative has won the media duties for the brand.

Mullen Lintas was chosen after a multi-agency pitch that saw the participation of six agencies across India.

For Mullen Lintas, the mandate includes strategic and creative duties for a high impact launch across markets for digital and mainline. Interestingly, the brand name Too Yumm! was proposed by the agency. Though not a part of the pitch brief, the agency presented the name as part of the pitch deck and that found unanimous appeal with the team at the client’s end.

On appointing Mullen Lintas as the creative agency, Suhail Sameer, President Business Development & Growth, Guiltfree Industries, said, “We met multiple big creative marketing agencies to help us in our brand and product launches. While all of them had their strengths, we loved the creative and strategic thinking which Mullen Lintas brought to the table. Also their solution orientation and proactive approach, critical for the tight timelines we are working under stood apart. We are extremely happy with their support on Too Yumm! so far.”

Amer Jaleel

Commenting on the win, Amer Jaleel, Chairman and Chief Creative Officer, Mullen Lintas, said, “It’s an exciting win for Mullen Lintas. It’s not often, especially in FMCG that one gets to work with a client right from the formation of a company on its very first brand-- a brand we have literally birthed from the name itself. It’s been wonderful working closely with Sanjiv Goenka and the leadership team in bringing this brand to life.”

Virat Tandon

Virat Tandon, Chief Executive Officer, Mullen Lintas, said, “Too Yumm! from RP- Sanjiv Goenka Group is a very special win for a couple of reasons. Firstly, they are a very ambitious client and that puts good pressure on all of us to do some really stand-out work. Secondly, they are very open to experimentation and that’s always such a welcome thing for agencies. Last but not the least, this is an integrated mandate for us. This close partnership among creative, media, PR and activation is really important at this early stage of brand creation as we try to define what this brand is and how it engages with its audience.”

Too Yumm! currently has a portfolio consisting of wheat thins and fox nut variants. This apart, the plan is to expand the portfolio to have multiple products across packaged snacks and breakfast cereals this year.

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