Too Yumm!, a snack brand from Guiltfree Industries owned by the RP-Sanjiv Goenka Group, has joined forces with Marvel to introduce a range of healthy snacks. This special collaboration seamlessly blends Marvel’s unparalleled storytelling and fan-favourite characters with Too Yumm!’s expertise in innovation. Too Yumm! aims to provide consumers a delightful and unmatched snacking experience. The new range of snacks features the iconic Marvel Super Heroes Iron Man, Captain America, and Black Panther, across four products: Rings, XOXO, Kraze, and Puffs.
For the launch of the new range, the brand has embraced a musical approach for its digital campaign: #TooGalbandi #FindYourToo. Partnering with music management company Hoopr, the catchy song emphasizes the message of ‘Jaise bhi ho tum, usme thoda TOO milaao aur apne hero ko jagaao’, urging consumers to “FIND YOUR TOO” by unleashing their inner hero. Crafted to resonate with Marvel enthusiasts in India, the range aims to celebrate the resilience, bravery, and determination embodied by Marvel’s Avengers. The campaign seeks to inspire Marvel fans to draw strength and empowerment from these iconic heroes, encouraging them to uncover their own inner strength and potential.
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Through this new range of snacks, Too Yumm! has injected innovation and creativity. From introducing unique flavors and attractive packaging to crafting evocative shapes and adopting a digital-first strategy, the brand has demonstrated its commitment to ingenuity. The campaign features popular young icons such as Somansh, Gunjan Sinha, Geet Kaur, and Aneesh Tattikota, leveraging their star power to establish a relatable connection with young teens.
Commenting on the collaboration and the new launch, Yogesh Tewari, Vice President of Marketing, Guiltfree Industries Ltd. said, “We are thrilled to announce our collaboration with Marvel, introducing a snack range that resonates with Marvel fans in a fun and engaging way. This new range includes a wide selection of lip-smacking products ranging from Rings, XOXO, Puffs and Kraze. We are announcing the new range with a music video, “Hero Ko Jagao” which adds an extra layer of joy to the experience, encouraging young teens to embrace their uniqueness and discover the hero within. With this new range inspired by iconic Marvel characters, we’re excited to make snacking time a joyous occasion for our consumers.”
Meghna Mittal, Co-founder of Hoopr & Songfest added, “We’re excited to partner with Too Yumm! on a campaign that brings to the foray our expertise in music along with the vast creator and artist network. As a music and content focused company, Songfest approached the song and the music video with a view towards capturing the spirit of Too Yumm and helping the brand connect with its target audience. We’re proud of having seen this to fruition. Somewhere, we all found our “TOO”. Additionally, what also resonates with us is Too Yumm!’s spirit of innovation and commitment to a quality product.”
Too Yumm! assures a guilt-free snacking choice with 45%-60% less saturated fat. The campaign endeavors to forge a robust bond with its delicious, nutritious, and innovative offerings that are remarkably delightful and irresistible.
Too Yumm! has adopted a comprehensive digital-first approach, leveraging various platforms such as Instagram, YouTube, Snapchat, WhatsApp, and Facebook to engage with its audience through preferred channels, including collaborations with influencers. The brand’s latest music track, “Hero Ko Jagao,” will be distributed on popular platforms like Spotify, Apple Music, Wynk, and others, ensuring that the catchy Too Yumm! tunes reach a wide audience.
The innovative spirit of Too Yumm! and Hoopr shines through in the new range of snacks, which draws inspiration from the iconic Marvel Super Heroes.
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