Too Yumm! and FCB Kinnect’s campaign ‘Too Yumm! To Cheer’ has earned a place in a leading advertising hall of fame, recognised for its sharp creative clarity and originality. Conceived during the cricket tournament, the campaign addressed the brand’s inability to sell products inside stadiums by turning cheering itself into a consumption moment.
Too Yumm! introduced edible cheer signs oversized chips printed with match-day slogans using edible ink which fans in cities such as Ahmedabad and Hyderabad were seen waving during matches before eating them. As the signs were consumed, the remaining text revealed the brand name, seamlessly integrating branding into the live match experience. The campaign was evaluated as part of the 2025 edition by the IMPACT editorial board, which assessed entries on parameters including narrative strength, originality, creative execution, production quality, and cultural relevance.
