Summary
The Too Yumm! campaign for Multigrain Chips and Veggie Stix transformed everyday snacking dilemmas into delightful choices. Spearheaded by Virat Kohli's viral dance challenge and complemented by sketch-based influencers and memes, it emphasized the ease of choosing between two delicious options. This innovative approach garnered over 6.8 million views, 4.5 million reach, 400+ entries, and 439K engagements on Instagram. It successfully positioned Too Yumm! as a versatile brand aligned with modern snacking trends.
Challenge
Elevating our Too Yumm! Multigrain Chips & Too Yumm! Veggie Stix by addressing the daily dilemma of making choices. Throwing a spotlight on our film with the catchy tagline: "Jab dono hai itne Yumm! Toh kyu choose kare one." Additionally, meme content reinforced the brand's message about choice. This comprehensive strategy was applied to cater to diverse audiences, making use of dance challenges, influential partnerships, and relatable meme content to effectively convey the brand's message, boost excitement, and foster engagement, meeting its goals.
Objective
The brand sought to differentiate these offerings in a crowded snack market, emphasizing their unique attributes. The campaign needed to resonate with a diverse consumer base, to those seeking novel, flavorful snacks. The underlying goal was to position Too Yum as a brand that offers variety of snacks and also aligns with contemporary snacking trends.
Strategy
This multifaceted campaign incorporated three key elements: A #AkkadBakkad dance challenge, collaboration with sketch-based influencers, and meme engagement. The campaign began with the viral dance challenge, driven by a custom music track and Virat Kohli's involvement. It successfully generated buzz and participation. Influencer marketing was central to the campaign's second phase, leveraging well-known dance influencers to expand engagement and reach. Simultaneously, sketch-based influencers highlighted everyday choices and their link to Too Yumm! products, driving engagement with their creative approach.
Data
This was a captivating campaign for Too Yumm! Multigrain Chips & Veggie Stix. - Virat Kohli's dance challenge kick-started the excitement, and sketch-based influencers added a creative twist. They emphasized that with Too Yumm!, there's no need to choose. Simultaneously, meme activities cleverly conveyed everyday choices but underlined the simplicity of choosing Too Yumm! Multigrain Chips & Veggie Stix.
Solution
Results
The campaign generated 6.8 Million+ views with a 4.5 million plus reach, 400+ entries and 439K engagements on Instagram.
