Yumi's.
Australian dip brand Yumi's has renewed its partnership with Sticki and DataSauce for a second year.
Yumi's appointed the two agencies in October 2024 with a brief to build a digital marketing presence from scratch.
The brand had strong supermarket distribution and decades of household recognition, but hadn't yet established itself on social media, a space its competitors were already well into.
Sticki managed organic social, content production, UGC, and influencer campaigns across nano to macro talent, while DataSauce managed paid social and performance reporting.
"The decision to renew was about strategic alignment. Sticki and DataSauce understand where Yumi's is headed, not just where we've been,” said Yumi’s Quality Foods head of marketing and innovation, Susan Booker.
“They've built a digital strategy that supports our product pipeline across both categories, and the results from year one gave us confidence to go further."
A standout from the first year was the launch campaign for Yumi's Dill Pickle Dip, which enlisted ten micro and mid-tier influencers and generated close to four million organic views.
Creator Elli Tamar's content drove 3.5 million of those views, alongside 82,000 engagements and 24,000 saves across Instagram and TikTok.
Acreator-led campaign for Yumi's vegetable range delivered a 3.54% uplift in units sold over six weeks, with more than 62,000 click-throughs to retailer sites.
"The Sticki team genuinely feel like an extension of ours,” said Yumi’s Quality Foods marketing and innovation manager, Melissa Makris.
“They know the brand inside out, and that shows in the work. It's rare to find agency partners who care about your products the way your own team does.”
Sticki and DataSauce are expanding into live creator events and activations, and larger-scale brand awareness campaigns.
"Yumi's is a brand our team grew up with, so when the opportunity came to help bring it into the digital space, it meant something,” said Sticki & DataSauce founder and managing director, Shai Roitman.
“We've spent the past eighteen months building a social presence that matches how people already feel about the product, and now we get to keep going."
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.