The RP-Sanjiv Goenka Group recently entered the FMCG space with Guiltfree Industries Ltd that kicked off with the unveiling of its packaged foods brand - Too Yumm! Guiltfree Industries has now appointed Mullen Lintas Mumbai as its creative agency. Mullen Lintas was chosen after a multi-agency pitch that saw the participation of six agencies across India. Initiative from the IPG - Mediabrands group has won the media duties for the brand.
The Too Yumm! mandate includes strategic and creative duties for a high impact launch across markets for digital and mainline. Incidentally, the brand name Too Yumm! was also proposed by the agency.
On appointing Mullen Lintas as the creative agency, Suhail Sameer, President Business Development & Growth, Guiltfree Industries, said: “We met multiple big creative marketing agencies to help us in our brand and product launches. While all of them had their strengths, we loved the creative and strategic thinking which Mullen Lintas brought to the table. Also their solution orientation and proactive approach, critical for the tight timelines we are working under stood apart. We are extremely happy with their support on Too Yumm! so far.”
Commenting on the win, Amer Jaleel, Chairman and Chief Creative Officer, Mullen Lintas, said: “It’s an exciting win for Mullen Lintas. It’s not often, especially in FMCG that one gets to work with a client right from the formation of a company on its very first brand- a brand we have literally birthed from the name itself. It’s been wonderful working closely with Sanjiv Goenka and the leadership team in bringing this brand to life.”
Virat Tandon, Chief Executive Officer, Mullen Lintas, said: “Too Yumm! from RP- Sanjiv Goenka Group is a very special win for a couple of reasons. Firstly, they are a very ambitious client and that puts good pressure on all of us to do some really stand-out work. Secondly, they are very open to experimentation and that’s always such a welcome thing for agencies. Last but not the least, this is an integrated mandate for us. This close partnership amongst creative, media, PR and activation is really important at this early stage of brand creation as we try to define what this brand is and how it engages with its audience.”
Too Yumm! currently has a portfolio consisting of wheat thins and fox nut variants. The plan is to expand the portfolio to have multiple products across packaged snacks and breakfast cereals later this year.