Interesting fact: In a blind taste test Yum Yum comes out on top against its biggest competitor, Black Cat Peanut Butter. We decided that we needed to get every South African to try Yum Yum so that they could see for themselves.
Our campaign invited people to have their first "Mmm" moment by trying Yum Yum in unconventional ways, from creative sampling stations on wheels, tactically placed samples in bread loaf packets, to a "spooncam" TVC where a serious gangster smiles after a first taste of this delicious peanut butter.
