Totino's Joins Forces with Pete Davidson to Revive Football Fans' Pizza Experience

Article Brief:

Totino’s Pizza Rolls, a brand under General Mills, has partnered with comedian Pete Davidson for a fresh marketing initiative that highlights the advantages of the bite-sized pizza snacks over conventional pies for game-day gatherings, according to information disclosed to Our Website.

The campaign, launched just before the Super Bowl, consists of two ad spots with Davidson endorsing Totino’s for making pizza delivery hassle-free. The campaign was created by Dentsu Creative. Additionally, Totino’s has partnered with Tapatio hot sauce for a pre-show integration during the Spanish broadcast of the Super Bowl on Univision, as well as Totino's first Spanish-language ad spot.

Article Insight:

Totino’s Pizza Rolls is positioning itself as the top pizza option compared to traditional “flat” pizza, the usual choice for Super Bowl celebrations. According to release details, an estimated 12.5 million pizzas were sold during last year’s game. The brand’s new campaign, set to air during the playoffs, aims to solidify its presence in consumers’ minds as they prepare for their big game watch parties.

At the heart of the advertising effort are two video clips featuring Davidson, who amusingly promotes why Totino’s is the perfect pizza option. In "Pete’s Pregame," Davidson peers through a window at a neighbor struggling to carry multiple pizza boxes inside, prompting the comedian to question when the neighbor will start "eating like an adult" with Totino’s. In a second ad, "Pete’s Za Party," the celebrity showcases his extravagant game-day set-up, complete with a pizza roll conveyor belt integrated into his coffee table. Davidson has become a familiar face in marketing campaigns, having appeared in commercials for brands such as Taco Bell, Manscaped, and Smartwater.

In addition to running ads, Totino’s is expanding its reach to a wider audience through a pre-show integration with Tapatio’s hot sauce during the Spanish broadcast of the Super Bowl on Univision. This marks the first year that the Spanish broadcast will be on the channel instead of ESPN Deportes. The brand will debut its first Spanish-language spot, “Hang Time,” featuring a pizza delivery driver who makes a stop that turns into a hangout centered around pizza rolls. Other brands, such as TurboTax, McDonald’s, and Lexus, have also recently prioritized reaching Hispanic audiences.

Numerous other marketers have also joined in on the excitement surrounding this year's football season. Procter & Gamble's Bounty Paper Towels recently launched a social-focused effort featuring NFL greats and the paper towel brand's ability to handle messes from popular game-day foods. Additionally, in December, Bud Light partnered with football legends Peyton Manning and Emmitt Smith as part of a marketing effort that included the brand's largest-ever Super Bowl ticket giveaway.

Marketers have shown strong enthusiasm for advertising during this year's Super Bowl broadcast, as CBS has almost completely sold out of all its Super Bowl advertising slots as early as November. Notable companies that have already revealed their plans include Mtn Dew, Oreo, BetMGM, and Molson Coors, with the average 30-second ad reportedly priced as high as $7 million.