Totino's Scores Big with Pete Davidson in Game-Changing CampaignIntroduction:
In a bold move ahead of the Super Bowl, General Mills' Totino's Pizza Rolls has joined forces with comedian Pete Davidson to revolutionize the way football fans enjoy their game-day snacks. The campaign not only promotes the convenience of bite-sized pizza rolls over traditional pies but also marks Totino's venture into the Spanish-language market with a collaboration with hot sauce brand Tapatio.
The Pete Davidson Touch: At the heart of this marketing blitz are two witty and entertaining ad spots featuring the hilarious Pete Davidson. In "Pete's Pregame," Davidson humorously questions the sanity of a neighbor struggling with multiple pizza boxes, suggesting they should "eat like a grown-up" with Totino's. In "Pete's Za Party," viewers are treated to Davidson's wild game-day setup, complete with a pizza roll conveyor belt built into his coffee table. Davidson's comedic touch adds a refreshing spin to the campaign, making Totino's the go-to choice for a fun and hassle-free game-day experience.
The Pizza War: Totino's is not merely promoting its pizza rolls; it's taking on the entire concept of traditional "flat" pizzas, which have long been the staple of Super Bowl celebrations. Last year alone, a staggering 12.5 million pizzas were sold during the big game. By positioning itself as the superior option, Totino's aims to capture the attention of consumers as they plan their Super Bowl watch parties. With Davidson leading the charge, Totino's is set to make a lasting impression on game-day enthusiasts.
Expanding the Reach: To broaden its audience, Totino's has partnered with Tapatio for a pre-show integration during the Spanish broadcast of the Super Bowl on Univision. This marks Totino's foray into the Spanish-language market, seizing the opportunity presented by the shift from ESPN Deportes to Univision for the broadcast. The brand will debut its first Spanish-language ad spot, "Hang Time," during the broadcast, showcasing a pizza delivery turned impromptu hangout centered around Totino's pizza rolls. This move aligns with a recent trend where brands like TurboTax, McDonald’s, and Lexus prioritize Hispanic audiences.
Super Bowl Advertising Frenzy: The campaign comes amid a flurry of marketing activities leading up to this year's football season and Super Bowl. Procter & Gamble's Bounty Paper Towels has launched a social-focused effort, while Bud Light teamed up with football legends Peyton Manning and Emmitt Smith. CBS reportedly sold out nearly all its Super Bowl advertising inventory by November, with major brands like Mtn Dew, Oreo, BetMGM, and Molson Coors securing prime slots. The average 30-second ad is fetching a hefty $7 million.
Totino's strategic collaboration with Pete Davidson, coupled with its playful challenge to traditional pizzas and expansion into the Spanish-language market, positions the brand for a memorable Super Bowl season. As football fans gear up for the big game, Totino's aims to be at the forefront of their minds, offering not just pizza rolls but an experience that's fun, convenient, and filled with the comedic charm of Pete Davidson. Get ready for a game-changing snack revolution with Totino's this Super Bowl season!