Summary: Too Yumm, a health snack brand of the RPSG Group wanted to attract consumers in a market where snacks mean deep-fried food traditionally. The millennials being more health conscious were the primary Target Group, however catching their attention is no easy task & Too Yumm, wanted to do just that.
Challenge: Traditional advertising methods all seem to fail in front of the millennials. Ad blockers have proved to be a major havoc for the advertisers. In this view, some new advertising tactics have come up in the forms Facebook ads, Instagram, Twitter. Still, with every other brand trying to do the same, Too Yumm wanted to do more.
Solution: The first thing we set out to find was, what generally drives the buying decision. As it came out, with millennials spending more & more time with peers, the only way to reach out to them was by giving them memories with the brand, when they were with friends.
In order to give the brand message & feel to more & more people, we created a mobile experience. Mobile vans were used to initiate campaigns in several states across India simultaneously. These vans were used to reach out to students, office goers outside the college gates & corporate office buildings. These vans moved through the city, all wrapped up in the colors of Too Yumm offering the best of tastes of Too Yumm to people. People were asked to post their selfies with friends with #EatLotFikarNot, #LookTooYumm.
Various new flavors of the product were distributed for brand engagement. On-street visibility was well maintained by the vehicles in each city. Online visibility was increased with the hashtags being posted by the people.
Additionally, for the Primary Target Group, campaigns were run in various colleges & schools in Bangalore & Mumbai. College fests were the major target point for the brand with all college students gathered together in the festive mood. However, expensive snacking options at college fests provided the gap for Too Yumm to fit in. The sampling activity done at these fests provided the necessary thrust to Too Yumm as a brand, also giving it a huge number of impressions of the Primary Target Group at one place.
Too Yumm caught the attention of consumers giving them the taste of the brand across cities. Keeping the motto of healthy snacking upfront, people were distributed 3-4 different flavor packets following the tagline: #EatLotFikarNot
Packets Distributed: 190K
Impressions: 1.1 M
Favorable Brand experience: 95%