General Mills snack brand Totino’s Pizza Rolls advertised at the Super Bowl for the first time ever. This spot also marked the first time that General Mills was at the Big Game after more than a decade. After starring in Totino’s Pizza Rolls’ fall ad campaign, comedy duo Tim Robinson and Sam Richardson will star in the big game ad along with the ET-like Chazmo.
The brand decided to make the big game play after a successful ad campaign that took on “Big Pizza” during the playoffs last year. The effort is credited with driving the brand’s second highest sales month in its 30-year history.
“Totino’s Pizza Rolls has been an iconic brand for decades, bringing people together with a delicious and affordable snack, and our Big Game announcement underscores General Mills’ continued investment in building bold brands during key consumer moments,” said Doug Martin, chief marketing officer at General Mills. “We know Totino’s is well-positioned to win at game time, and the Big Game is the ideal moment for Totino’s Pizza Rolls to connect with fans and elevate their snacking experience with an incredible value and delicious taste.”
Brand Innovators caught up with Martin to discuss the big game investment and what makes a good Super Bowl ad. This interview has been edited for length and clarity.
Why did Totino’s advertise at the Super Bowl?
General Mills has been part of the Big Game before, and this Totino’s Pizza Rolls ad is part of our continued investment in building iconic brands, which we’ve been doing across our portfolio all football season long. We know we have to inspire bold ideas that meet our consumers where they’re at. We also know that many of our target audiences are football watchers, so we have been activating throughout the season with a variety of our brands.
Totino’s Pizza Rolls in particular is one of our most recent brands to achieve “billion-dollar” status, but we’re also really excited about the opportunity that still exists for this brand to grow from a regional business to a more national brand. We know the power a moment like the Big Game can have! Inserting Totino’s Pizza Rolls into game day conversations is part of the brand’s strategy to attract new fans and capture an even larger share of the pizza category. Not to mention, we loved partnering with Tim and Sam to bring the right kind of absurd humor to the ad.
What is going on with the business that you want to push this brand to such a wide audience?
Totino’s Pizza Rolls is a national brand, but it is definitely much stronger in the Midwest. We think it has a right to become everyone’s favorite way to eat pizza from sea to shining sea. The brand used this big moment to showcase its value proposition as the most affordable and epic way to eat pizza.
You took an entertaining approach to the spot. What led to this strategy?
The Big Game calls for fun and entertainment. Totino’s Pizza Rolls has a one-of-a-kind brand voice, and we had to find the right collaborators to bring that to life. After starring in Totino’s Pizza Rolls’ fall ad campaign, “Chazmo Goes Home,” we knew Tim Robinson and Sam Richardson’s comedy was the right direction. It’s a little irreverent, a little unexpected – a perfect fit for our fans.
Who do you hope this ad connects with?
Totino’s Pizza Rolls really are for everyone, so we made this ad with a wide audience in mind. “Chazmo Finally Goes Home” marks the first Big Game ad ever for the frozen pizza category, and we created the spot with the goal of getting people to think differently about pizza occasions and reaching for Totino’s Pizza Rolls in those moments.
What makes for a great Super Bowl ad?
A great Big Game ad has humor, heart, and a twist that sticks with people. It also has to be authentic — to communicate what’s enduring and distinct about the brand and why people should care.
How will this campaign live on beyond the big game?
“Chazmo Finally Goes Home” debuted during the fourth quarter of Sunday’s Big Game and now the spot will run on various streaming services as well as across our social media channels. Fans can follow along for more fun by visiting Totinos.com and keeping up with @Totinos on Instagram and YouTube. What other snacking opportunities are on the horizon for the brand and how will you be showing up to connect with consumers around these events? We’re excited to continue connecting with fans and ensuring there’s a Totino’s Pizza Roll for every occasion — whether it’s game day, movie night, or a casual get-together.
What were your favorite ads from the game?
Obviously, you know my favorite spot, and it was also awesome to see the Doughboy show up with the Old Spice guy in the Instacart spot, but if I had to pick one that didn’t feature any of our brands, I’d have to say that I thought Hex Clad did a great job. It’s challenging to tell an entertaining story that centrally features product benefits and having Gordon Ramsey discover that their pans work because of advanced alien technology really hit on all cylinders for me.
