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A year of Too Yumm’s digital journey with Interactive Avenues

The agency is responsible for driving brand awareness, facilitating trials, and creating brand loyalists and advocates who will help evangelise Too Yumm! over other fried snacks

Interactive Avenues – a Reprise Network Company has been appointed as the digital agency of India’s fastest growing snack brand, Too Yumm! earlier this year.

IA’s mandate includes driving brand awareness, facilitating trials, and creating brand loyalists and advocates who will help evangelise Too Yumm! over other fried snacks. A 2-year old brand, Too Yumm! has already been a disruptor in product offering and brand-led campaigns in a highly competitive snack category.

The journey began in October-November 2018 with a completely revamped website experience for the brand. 2019 kicked off with a big bang, immediately after winning the account. Too Yumm! soon moved on to a highly successful campaign during this year’s Ardh Kumbh Mela. With a seamless transition from activities on-ground to the experience online, the campaign’s tremendous response has set new benchmarks for the activities lined up for the year which started off with creating a Guinness World Record.

The brand has also won awards for having the Best Corporate / Brand Website, Screenxx Awards, Best use of Technology, and Best use of Social Media for Brand Awareness this year, from various advertising councils.

Talking about the association, Anupam Bokey, CMO, Guiltfree Industries Ltd, said, “In this short span, we’ve already achieved the set benchmarks in our partnership with Interactive Avenues. With the ongoing campaigns, we’re sure that this will only grow exponentially. Both the brand and agency teams recognise the potential of the brand and our vision for it. That’s what will work in developing a very healthy and fruitful relationship in the long run.”

Next came the Indian Premier League (IPL), our biggest sports and marketing event of the season, along with the Too Yumm! - IA partnership. Taking over all social media conversations, the agency established a strong brand-sport association while establishing a stronghold over the category. Karare Strikers, the online game, was also been developed by IA to give cricket fans a new way to engage with the brand during ongoing matches. Not just this, Indian social media witnessed a complete takeover of pro-baked snacks conversations and game-time snack partnership.

“IA has always been a disruptor and we standout for our path breaking, strategic innovative work that we do for our clients. With Too Yumm! We are excited and confident about taking this journey forward in delivering path-breaking results”, said, Amardeep Singh, CEO, Interactive Avenues – a Reprise Network Company. Reprise is the digital arm of media agency network IPG Mediabrands.

The media and OOH mandate of Too Yumm! are managed by Initiative and Rapport respectively, which are also part of IPG Mediabrands.        

Founded in 2017, Guiltfree Industries Limited (GIL), is a part of the RP Sanjiv Goenka group’s foray into the FMCG business. RP-SG FMCG’s strategic intent is to innovate disruptively and create brands and products that are genuine and desirable to the consumers. That’s how the brand Too Yumm! Came into being. Since its inception, GIL has been growing at a break-neck pace, beating industry records. Within just two years, ‘Too Yumm!’ achieved an annual Sales Rate of INR 200 Cr – one of the fastest in the country to do so.

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