Too Yumm! & FCB Kinnect Hit It Out of the Park with Edible Cheer Signs for Cricket Fans

In a bold and flavorful move, snack brand Too Yumm!, in partnership with FCB Kinnect, launches a groundbreaking campaign titled “Too Yumm! To Cheer”—just in time for India’s biggest cricketing season. The campaign offers a perfect mix of innovation, fan engagement, and quirky creativity, turning heads in stadiums and across social media.

Too Yumm! tackles a unique challenge head-on. Fans desperately want to bring their favorite snacks into stadiums, but restrictions often get in the way. Instead of missing out on this crucial connection, Too Yumm! finds a genius solution—edible cheer signs.

These aren’t just any signs. They are giant, snackable chips printed with popular cricket slogans in 100% edible ink. Fans in cricket-loving cities like Ahmedabad and Hyderabad receive these one-of-a-kind signs, waving them to cheer on their teams and then munching on them mid-match. The result? A campaign that quite literally puts the brand into fans’ hands—and mouths.

A Tasteful Twist on Stadium Cheers

Too Yumm!’s edible signs are not only functional and fun, but they also deliver subtle branding. Each sign cleverly integrates the “Too Yumm!” logo within the slogans, ensuring strong brand recall even as the signs disappear bite by bite. It’s smart, seamless, and incredibly shareable—perfect for today’s social-first world.

Videos from the stadiums show fans snacking while cheering, and the quirky visuals quickly go viral. The brand’s presence, though not officially sold inside stadiums, becomes impossible to miss. This is guerrilla marketing meets snack-time delight, executed to perfection.

Voices Behind the Vision

Yogesh Tewari, CMO at Guiltfree Industries (RPSG FMCG), says, “At Too Yumm!, we’ve always recognized the passion of our fans. Their desire to enjoy our snacks during matches inspired us. This campaign is our way of adding a flavorful twist to their experience.”

Rohan Mehta, CEO of FCB Kinnect, explains, “This idea came from a real challenge and turned into a celebration of brand love. As a challenger brand in India’s snacks space, we believe in standing out through creative and culturally rooted thinking.”

Neville Shah, CCO of FCB Kinnect, adds, “Finding fun, innovative ways to connect with fans is what we thrive on. This idea was simple, bold, and incredibly fun to bring to life.”

The Perfect Mix of Jugaad and Joy

“Too Yumm! To Cheer” shows how Indian creativity—or jugaad—can solve real-world challenges with flair. It combines clever product design, emotional connection, and shareable moments, all while respecting stadium rules. The campaign boosts brand visibility, sparks fan excitement, and reinforces Too Yumm!’s reputation as a fun, youth-centric, and disruptive snack brand.

As the cricket season rolls on, one thing is clear—Too Yumm! has found a way to be part of the action, even without being on the official menu. Now that’s something worth cheering—and snacking—for.