Initiative, Mullen Lintas to handle brand called ‘Too Yumm!'

Too Yumm! is a packaged foods brand from the RP - Sanjiv Goenka Group owned by FMCG company Guiltfree Industries.

Guiltfree Industries' foods brand, Too Yumm! has assigned Mullen Lintas, Mumbai with its creative mandate while IPG Mediabrands' Initiative has been appointed to handle the brand's media duties.

Speaking on the appointments, Suhail Sameer, president business development and growth, Guiltfree Industries says in a press note, "We met multiple big creative marketing agencies to help us with 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 says "... It's not often, especially in fast moving consumer goods, (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 says, "... they (Too Yumm!) are a very ambitious client and that puts good pressure on all of us to do some work that stands out." He adds, "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."

Guiltfree Industries is RP - Sanjiv Goenka Group's foray into the FMCG space. Too Yumm! is the first packaged foods brand to be launched by the company. The brand currently has a portfolio consisting of wheat thins and fox nut variants.