Mr.Takashi Katagami, President of Wan Thai Foods Industry Co.,Ltd., said ‘YumYum’, for more than 40 years, is one of the instant noodles leaders that have delivered happiness with delicious flavor and high-quality products to not only the Thai consumers, but also those in more than 50 countries globally. ‘YumYum’ is still pursuing the “No.1 Deliciousness” of instant noodles by carefully using authentic ingredients in order to make delicious flavor, creating the uniqueness of ‘YumYum’ instant noodles. The company will put all efforts into improving the taste of the products for the most delicious instant noodles. YumYum always get better acceptance from consumers which is poof by YumYum brand equity score increase every year in highest ratio in the market.
This year, ‘YumYum’ will refresh its brand by adding smiles to the existing logo so that it can create more cheerful, lively and trendy image. The smile in the logo is to communicate the brand’s intention to deliver happiness from deliciousness to the consumers. The brand refresh, including the new package, will start with ‘YumYum Jumbo’, the company’s sub-brand that is outstandingly unique for its big size and deliciousness. Moreover, the company will also kick off the integrated communication plan and marketing campaign called “More for Bigger Happiness”. Bigger Happiness means not only the amount of foods, but also deliciousness made from authentic ingredients in order to give ‘More Happiness’ experience to customers.
In the new TV commercial (TVC) of ‘YumYum Jumbo’, three superstars - Nadech Kugimiya, Yaya Urasya Sperbund and Mark Prin Suparat – will be the brand presenters. The popular couple – Nadech and Yaya – is the presenters for ‘YumYum Jumbo’ Tomyum Kung and Tomyum Kung Creamy, whereas Mark is the presenter for ‘YumYum Jumbo’ Moo Sub. The main reason for choosing them as the presenters is not only their popularity, but also their personality that match with YumYum’s brand image, which is friendly, generous, being loved and accepted from everyone.
In addition to new TVC, the company also executes the integrated communication plan for the ‘More for Bigger Happiness’ campaign. The advertising campaign includes printed ad, online ad, and social media and Out of Home media. As it is the big campaign for ‘YumYum’, the company also advertises on the giant billboard placed on a twin towers that can be obviously seen from the Rama 4 expressway. Another separate campaign to promote the brand refresh is ‘YumYum Jumbo Upsize’, which is aimed at increasing bigger happiness of the customers. In this campaign, the company has cooperated with 60 restaurant partners nationwide. To join ‘Upsize’ campaign, consumers can bring three empty ‘YumYum Jumbo’ packs to those restaurants and they will enjoy the signature menus with bigger size in return. The campaign will run from August 22 to October, 2014. For more information, please check it out at www.facebook.com/iloveyumyum. Totally, the company sets aside 100 million baht for all marketing campaign and communication plan.
Regarding the company’s business growth, ‘YumYum’ has expanded its business continuously. It is strongly confident that this brand refresh and ‘More for Bigger Happiness’ campaign will get good response from the Thai consumers, resulting in helping ‘YumYum’ to increase market share. In 2014, ‘YumYum’ expects to its sales to grow by 10% from last year, outpacing the estimated market growth of 3%.