🏏 Too Yumm! To Cheer — Turning Cricket Stadiums into a Snackable Campaign

? The Idea That Got Fans Cheering (and Eating) Stadium rules often ban fans from bringing food inside — but what if the food itself became the cheer sign? That was the spark behind this campaign. Oversized edible chips, printed with cricket slogans in edible ink, were handed out to fans. During matches, supporters waved these giant chips like placards. The twist? Once eaten, the slogans disappeared — leaving just one thing behind: “Too Yumm!” A witty, shareable moment was born. ? Why This Campaign Worked Cultural Relevance: Cricket + snacking = India’s favourite pastime. Fan-First Insight: Fans always sneak snacks into stadiums — Too Yumm! celebrated, not fought, this behaviour. Visual Gold: A cheer sign that disappears into your mouth is pure content for reels, shorts, and memes. Budget-Smart: Instead of expensive sponsorships, the crowd itself became the medium. Global Recognition: The campaign even bagged a Silver Lion at Cannes 2025 in the Outdoor category. ? Credits Where It’s Due This campaign is a testament to collaboration between visionary teams: Yogesh Tewari, CMO, Guiltfree Industries (Too Yumm!) — for backing a bold challenger idea. Rohan Mehta, CEO, FCB Kinnect — for turning a loophole into a winning strategy. The creative minds at FCB Kinnect & Pidilite — for execution that was as fun as the idea itself. ? Takeaway for Marketers Big budgets don’t always win big moments. Sometimes, the sharpest insights, cultural resonance, and a dash of creativity can outplay the biggest spenders. Too Yumm! reminds us that when brands think like fans, campaigns become part of the culture.