The millet snack company Troo Good has chosen Wunderman Thompson as its advertising agency, marking the beginning of a multi-year, multi-crore collaboration. This strategic partnership positions Wunderman Thompson to lead extensive advertising campaigns and promotional efforts for Troo Good, effectively conveying the brand’s values to its target audience and reinforcing its position in the market.
Under this significant agreement, Wunderman Thompson will be responsible for developing impactful advertising and digital communication strategies for Troo Good across various social media platforms. The agency’s role includes creating communication and creative frameworks to ensure the brand’s message is clear and resonates with consumers. Wunderman Thompson will also orchestrate Troo Good’s inaugural mass media campaign, shining a spotlight on the brand’s unique attributes, focusing on taste, nutrition, and affordability.
Troo Good meticulously selected its advertising partner by inviting agencies nationwide to compete for the mandate. After a rigorous shortlisting process, Wunderman Thompson emerged victorious among 43 participating agencies, excelling in criteria such as national presence, business acumen, experience in managing similarly scaled high-growth enterprises, and a demonstrated expertise in creative communication strategies.
As a pioneer in the millet snacking industry, Troo Good has significantly expanded its presence from 15,000 to 30,000 outlets in the past six months. Operating six state-of-the-art factories, the brand’s reach spans across Telangana, Andhra Pradesh, Chhattisgarh, Odisha, Karnataka, Uttar Pradesh, and Jharkhand. Notably, Troo Good achieved a commendable revenue of ₹53 crores for the fiscal year 2022-23, projecting an ambitious revenue target of ₹100 crores for the fiscal year 2023-24. This collaboration with Wunderman Thompson reflects Troo Good’s dedication to enhancing its brand presence and market share in the evolving landscape of millet-based snacks.