The encyclopedia · Advertising & PR · Marketing decision · 2025
Too Yumm! smuggle edible cheer signs into cricket stadiums
Locked out of cricket sponsorship and in-stadium sales, Too Yumm! made giant edible chips fans could smuggle in as posters — a snack disguised as an ad.
Too Yumm! (Bikaji)
the move
Too Yumm! sells snacks and wanted to be part of India's biggest cricket tournament, but had no access to sponsorship and could not sell inside stadiums.
FCB Kinnect sidestepped the ban with a classic jugaad: giant chips shaped like fan posters, printed with match slogans in edible ink.
Each sign was packed individually for hygiene so fans could carry them past security, then hold them up and munch them mid-match.
As the slogans disappeared, only two words remained: Too Yumm! It was a snack disguised as a poster disguised as an ad, slipped past the rules and straight into the spotlight.
why it works
- It turned the ban into the premise rather than fighting it.
- Fans smuggled the ad in themselves, so it cost nothing in media and could be blocked.
- The edible sign was both the message and the product, so the ad was the snack.
- It was a moment of fan-fuelled rebellion rather than a corporate interruption.
what transfers
When the gate is closed, design the object the audience already wants to bring. Give fans something that is both a banner and a snack, and the rule that blocks you becomes the thing that gets you in.
what came after
The campaign created a viral moment where the crowd itself carried the brand into the stadium despite a rule designed to keep it out. It showed that in a league of big spenders, a brand does not need a billboard to steal the game, and it took Silver at Cannes Lions — FCB Kinnect's fourth consecutive year of recognition.
references
- FCB Kinnect Clinches Cannes Lions for Fourth Consecutive Year with 'Too Yumm! To Cheer'
- Cannes Contenders 2025: FCB Kinnect
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