Too Yumm! – The Guilt Free Indulgence
In conversation with Anupam Bokey, CMO – RP Sanjiv Goenka Group FMCG Division. Too Yumm redefining the industry
The Differentiators that set your Brand apart.
Too Yumm has an extremely clear purpose of ‘Taking the guilt out of indulgence’ and liberating Indian consumers of unhealthy (Fried) snacks. Innovation for Too Yumm! is a journey that begins right from the product to the communication strategy. Our core philosophy has always been to offer products that fulfill the consumer’s needs and demands by offering them a combination of health and taste. Even though there have been a few players in the market which have experimented with such innovations, our brand has grown at a noticeable scale and speed.
Moreover, to augment our product propositions, we have roped in one of the country’s finest fitness icons, which amplifies our disruptive communication. A healthy combination of product and promotion has helped Too Yumm! become one of the top 3 brands* and has helped us in establishing ourselves as a differentiated player in the Indian packaged snacks industry.
Our Guinness World Record™ feat for lighting the World’s Largest Oil lamp as a part of our campaign to encourage consumers to switch from fried snacks to baked snacks is a never- been- seen- before initiative.
*Based on a research conducted by Hansa Research Pvt. Limited in 5 metro cities
Marketing Campaigns in the last few years that are your favourite? (Executed by you)
Our endeavor has and will always be to disrupt a large category with innovative products, differentiated proposition, impactful communication which further helps us gain a meaningful stronghold in this segment.
To initiate the process, we strategically selected Virat Kohli as our brand ambassador which helped the consumers relate to the key brand proposition of being the healthier version of a snack. We further invested on our association with him during the #WhyChipsVirat campaign which was seamlessly integrated with the launch of Too Yumm! multigrain chips.
The launch campaign was perfectly timed with IPL last year and was widely appreciated by our TG. The campaign was phenomenally executed right from creating buzz around Virat munching on to chips till the massive launch of the product through the brand TVC at IPL. It was a huge integrated marketing success which stood on one of our core brand pillars which is sports. During IPL 2018, we achieved close to 500 million impressions through 100+ digital posts. Also on TV, we were the 2nd best r-ROI (recall – return on investment, measured by Hansa Research) with a fraction of investments vs. big budget brands, a testimony to the power of our proposition and creatives.
To continue the existing excitement and staying true to our commitment to baked snacks, we initiated the #SayNoToFriedSnacks movement at the Kumbh Mela in February where we achieved a Guinness World Record feat for the largest oil lamp in the world. This movement was fueled further at IPL through multiple activations digitally, through PR and on television.
Also, in terms of our product, the objective has always been to offer our consumers wholesome snacks which had to be an effortless blend of taste and health. We utilized our strongest proposition of – being healthy without compromising on the taste.
A right mix of price, taste, health and effective communication can do wonders for a brand with a strong proposition like Too Yumm!
How do you create trust with consumers aligning with the ethos of the brand?
The key consumer insight to leverage is the thought that ‘what is fried is tasty, and healthy (or baked) can’t be tasty. Hence, we needed to disrupt this notion and present an alternate option. Our marketing strategy was a perfect blend of psychological connectors – an aspirational product, a fitness champion for a brand ambassador, affordable pricing, attractive packaging and a mass-premium media communication. The communication and a strong brand endorser drove credibility and engagement further aiding trials. The great taste ensured repeats, and loyalty, helping us build a meaningful relationship with consumers. The brand’s perceptions have been built strongly on ‘baked not fried’, “40% less fat”, “Healthy” and “Virat Kohli”. These are the key assets, which we honed in on to create a strong and positive brand perception.
A satisfied customer is the best business strategy of all. What has been your core strategies of retaining customers?
With a focus on the target group of 15-35 years, Too Yumm! as a brand managed to establish a well – defined and strategized set of target consumers right since its inception. Every aspect of the brand has been designed to appeal to this specific set of consumers which just hit the spot for them! The 3 key aspects which worked brilliantly for the brand were:
- Healthy Proposition and products – Focusing on the rising affinity towards healthy food amongst the millennials, Too Yumm! snacks provide the consumers with the perfect balance. Each flavor is in sync with the trending consumer preferences and are a perfect combination of health and taste. Too Yumm! chips are completely baked with 40% less fat, 0% trans-fat as compared to other snacks in the same category. The consumers buy us because we a tasty, and repeat because we are healthy.
- Brand Ambassador – Associating with a fitness enthusiast such as Virat Kohli. He is an inspirational personality representing the most loved sport of our country and falls within the target age bracket. Admired by the youngsters for his fitness regime and healthy lifestyle, Virat consuming Too Yumm! chips makes the snack an aspirational product for the millennial generation by default.
- Sponsorships and Associations – Staying true to the core brand pillars of music, humour, sports, travel and health, Too Yumm! has associated with platforms such as IPL, HT Jam, NH7 , Mood Indigo by IIT Bombay, Engifest by Delhi Technological University and integrations in new age OTT platforms like Amazon Prime Videos Originals and MX Player’s first OTT series ‘LoveOkPlease’ that won the gold in Screenxx awards 2019, through a strongly integrated branded messages to connect with the target audience.
3 Brand Strategies of yours that were winners?
All of the above strategies executed through the right campaigns. Too Yumm! has come up with some great integrated, wide ranging and diverse marketing campaigns showcasing the brand’s core pillars. These strategies have forced the brand to step out of its comfort zone in order to truly connect with the consumers. Some of these strategies are below:
- #WHYCHIPSVIRAT campaign – Seamlessly integrated with the launch of Too Yumm! multigrain chips, the launch campaign was perfectly timed with IPL last year and was widely appreciated by our TG. The campaign was phenomenally executed right from creating buzz around Virat munching on to chips till the massive launch of the product through the brand TVC at IPL. It was a huge integrated marketing success which stood on one of our core brand pillars which is sports.
- #SayNoToFriedSnacks movement at the Kumbh Mela – To continue the existing excitement and staying true to our commitment to baked snacks, we initiated the #SayNoToFriedSnacks movement at the Kumbh Mela in February 2019, where we achieved a Guinness World Record feat for the largest oil lamp in the world. This movement was further fueled at IPL through multiple activations digitally, through PR and on television. Through this activity, we utilized our strongest proposition of – being healthy without compromising on the taste.
- Launch of Karare – The launch of Too Yumm!’s Karare marked the entry of a product which was a direct challenge to an industry leader in the category. However staying true to the brand’s core proposition of ‘Baked Snacks’, Karare offered the consumers the exact format with a healthy twist. The TVC for Karare gained popularity due its ‘Bahar se Tedha andar Seedha’ script! That directly mimicked the brand ambassador of the competition, yet focusing of its healthy USP through Virat Kohli
The biggest Marketing Challenges today
With the ever evolving marketing eco-system, marketers are posed with a continuous challenge to upgrade skills and knowledge to play effectively on the platforms, esp. digital and social.
The rise in online purchase influence is leading to sales offline due to an increasing spread in the use of internet and mobile phones. According to a research, the internet will influence $11 billion of total sales in the FMCG sector for beauty and hygiene products by 2020.
The Revolutionized shopping experience where brands are forced to showcase their products through an online medium.
Executing a 360 marketing campaign across digital & traditional platforms and deciding the mix can be a nightmare. Brands now need to be online round the clock.
What strategies do you use in terms of planning your personal career progression?
My last couple of years have been completely dedicated to work and building the brand Too Yumm! from scratch. It was a start-up when it was launched 2 years back, thus strategy and executions needed to be redefined and course corrected often. While the brand was moving with breakneck speed on growth, it needed a 24X7 engagement as there were several new and disruptive things taking place.
The ever evolving marketing eco-system requires you to stay abreast of these developments. A lot of reading, self-analysis of marketing initiatives and discussions with peers and partners is a 24/7 phenomenon. Exploring varied ideas, platforms and projects is a good way to experiment and get the stretch required to expand ones horizons and learn. I believe in putting serious effort in driving the brand and business to greater heights and the career should take care of itself!
Your advice to young people seeking a career in Marketing.
A lot of reading and discussions to understand the tools of marketing and how they work, to get the basics right and also stay abreast in a constantly evolving marketing eco-system. Look for opportunities and environment to accelerate your learning.
Try to create your own POV on marketing initiatives and discuss with seniors to validate and learn in the process. Look for stretch in the kind and depth of projects you do as 70% of the learning happens on-the-job.
According to you, what have been the greatest marketing tools that have impacted consumers the most and why?
Marketing is about strategy, executions and tracking performance. The basics of insight mining, strategic clarity, purpose articulation and vision remains primary requirements to build a brand and business.
While the heritage tools for market research, communication and physical distribution are still extremely relevant, the evolving tools have made it simpler and faster. Through external partnerships, digital (especially search and influencer programs) and social (for engagements), and e-commerce for quick and targeted consumer access, helping build credible brand perceptions faster. That’s why we see so many new brands and start-ups coming up in a relevant way.
External partnerships are helping accelerate product developments and also helping build domain expertise faster. The advent of OTT platforms and the wide acceptance and growth therein is helping drive engagements to a higher level than ever before. Of course the challenge remains in understanding these tools and how to leverage them, which needs ideas and experimentation.
The best advise that you ever received, which became the turning point of your career.
Through my 25+ years of work life, I have had the opportunity to work with many great mentors, colleagues and partners around the world which gave me a great learning experience. The experiences helped shape my thinking and values for which I am hugely thankful. One person who left a meaningful impression on me was the ex-Unilever global CEO Paul Poleman. He drove the agenda on ‘sustainability’ as a purpose in Unilever and perhaps convinced many other companies to do so. I implemented this learning while working on many sustainable brands, where I was also responsible to craft their purposes – like Pureit, Sunlight, Too Yumm! etc. Through these project, I discovered my own purpose in ‘Creating disruptive ambition and catalyzing disruptive deliveries’. This was the turning point in my development as it brought focus and ability to stay the course, despite challenges.
What supports and help realise ‘purpose’ is intent and ambition. I admire Mr. Sanjiv Goenka, the Chairman of RPSG for his ambition to build a FMCG business of 10,000 crores from a start-up. This ambition and his conviction in his team in empowering them is helping me live my purpose on Too Yumm!
Anupam Bokey is a seasoned and passionate marketer with over 24 years of experience across Unilever (17 years), Danone (5 years) and RPSG FMCG (2 years); across global/regional brand development roles, brand building roles and customer development/sales. He has worked across several categories like Personal Care, Home Care, Hygiene, Oral, Water purifiers, Foods, baby care etc. and has led over a dozen brands in over 25 countries, while creating a few brands from scratch.