Yumi’s has renewed its partnership with Sticki and DataSauce for a second financial year, following a debut term that built the brand’s social media presence from scratch.
The renewal comes after Yumi appointed the two agencies in October 2024 with a brief to establish a digital marketing presence. The brand already had strong supermarket distribution and decades of household recognition, but had not yet built a social media presence in a category where competitors were already active.
Sticki managed organic social, content production, UGC, and influencer campaigns across nano- to macro-talent.
DataSauce managed paid social and performance reporting. Together, the agencies built a paid, owned and earned strategy for Yumi’s, connecting creator-led content with performance media.
Dill Pickle Dip clocks 4m views
A standout from the first year was the launch campaign for Yumi’s Dill Pickle Dip.
The campaign enlisted 10 micro and mid-tier influencers and generated nearly 4 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.
The campaign exceeded sales expectations for the SKU and helped establish it as part of Yumi’s core range.
Creator-led strategy drives sales uplift
Beyond the Dill Pickle Dip launch, Yumi’s said the approach proved repeatable across other parts of the business.
A creator-led campaign for Yumi’s vegetable range delivered a 3.54% uplift in units sold over six weeks, along with more than 62,000 click-throughs to retailer sites.
The result, according to the release, confirmed that social reach was converting to commercial outcomes across both dips and plant-based food categories.
What comes next
The renewed term will continue across organic social, influencer programs, content creation and paid media.
Sticki and DataSauce are also expanding the work into live creator events and activations, as well as larger-scale brand awareness campaigns.
Yumi’s on the renewal
Susan Booker, Head of Marketing and Innovation, Yumi’s Quality Foods, said the renewal came down to strategic fit.
“The decision to renew was about strategic alignment. Sticki and DataSauce understand where Yumi’s is headed, not just where we’ve been. 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.”
Melissa Makris, Marketing and Innovation Manager at Yumi’s Quality Foods, said the agencies had become close partners to the brand.
“The Sticki team genuinely feel like an extension of ours. 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 on the win
Shai Roitman, Founder & Managing Director of Sticki & DataSauce, said the work had been about aligning Yumi’s digital presence with existing brand affection.
“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. 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.”
Main image: Yumi