Brand endorsements done right! Chinese Wok combined the cricket fever that has gripped the nation with the universal love for good food to launch a campaign that stood out this season.
With the right balance of humour, innovation, and relatability – ‘Yummpire’ showed how memorable campaigns can be when creativity is given priority.
Cricketers are praised for their skills, commentators are appreciated for their hard work… but there’s an unsung hero on the pitch that nobody really talks about: umpires!
Last World Cup season, while most brands were following the usual route for endorsements, Chinese Wok made these ‘unsung heroes’ the star of their campaign.
Featuring Nitin Menon in a branded deal for the first time, the brand drew clever parallels between food and cricket, turning every umpire at home into a ‘Yummpire’.
A celebration of the umpires… off the pitch
The brand convinced Nitin Menon to say “Yes” to their appeal, making him a Yummpire! The result? A campaign that humorously blended Nitin Menon’s known strict standards of on field decision making to his food decisions as well.
The quirky proposition put a spotlight on Nitin Menon’s unique transformation: this cricket season, don’t just be an umpire, be a Yummpire!
Why Nitin Menon?
Known for his accurate decisions on the field and being the only Indian umpire officiating at the World Cup this year, he was the ideal candidate to bring the brand’s unconventional message to life.
The brand added a creative touch with a series of short films that cleverly intertwined Nitin Menon’s umpiring gestures with Chinese Wok meals, to engage with cricket fans in this fun and entertaining way.
The campaign garnered 4 million views across the digital films and clearly struck a chord!
