- General Mills brand Totino’s Pizza Rolls has teamed with comedian Pete Davidson for a recent campaign promoting the perks of the bite-sized pizza snacks over traditional pies for game-day watch parties, per details shared with Marketing Dive.
- Timed ahead of the Super Bowl, the campaign includes two ad spots featuring Davidson, who praises Totino’s for giving him the power to skip the inconveniences of pizza delivery. Dentsu Creative worked on the campaign.
- Rounding out the hassle is a tie-up with hot sauce brand Tapatio for a pre-show integration surrounding the Spanish broadcast of the Super Bowl on Univision and Totino’s first Spanish-language ad spot.
Totino’s Pizza Rolls is pitching itself because the superior pizza option over what it describes as traditional “flat” pizza, which is the everyday selection for Super Bowl celebrations. During last 12 months’s game, an estimated 12.5 million pizzas were sold, per data cited in release details. The brand’s latest effort, which is able to air in the course of the playoffs, could help it grow to be front-of-mind for consumers as they start planning their big game watch parties.
At the middle of the campaign are two video spots with Davidson, who humorously touts why Totino’s is the perfect pizza selection. “Pete’s Pregame” sees Davidson peering through a window at a neighbor struggling to carry multiple pizza boxes inside, leading the comedian to query when the neighbor will learn to “eat like a grown up” with Totino’s. A second spot, “Pete’s Za Party,” showcases the star’s wild game-day set-up, which incorporates a pizza roll conveyor belt built into his coffee table. Davidson has grow to be something of a daily in marketing campaigns, having been featured in ads for brands including Taco Bell, Manscaped and Smartwater.
Along with the ads, Totino’s is making a bid to a wider audience with a pre-show integration in partnership with hot sauce brand Tapatio across the Spanish broadcast of the Super Bowl on Univision. This is the primary 12 months the Spanish broadcast might be on the channel as an alternative of ESPN Deportes. During the printed, the brand will release its first Spanish-language spot, “Hang Time,” which encompasses a pizza delivery driver who makes a stop that turns right into a hangout centered around pizza rolls. Others have also recently made Hispanic audiences a priority, including TurboTax, McDonald’s and Lexus.
A slew of other marketers have recently sought to get in on the hype for this 12 months’s football season. Last week, Procter & Gamble brand Bounty Paper Towels kicked off a social-focused effort centered around NFL greats and the power of the paper towel brand to handle the mess from popular game-day foods. In December, Bud Light teamed with football legends Peyton Manning and Emmitt Smith as a part of a marketing effort that launched the brand’s largest-ever Super Bowl ticket giveaway.
Marketers have been equally bullish about promoting during this 12 months’s Super Bowl broadcast, with CBS having nearly sold out of all its Super Bowl promoting inventory by the beginning of November. Those who’ve already announced their plans include Mtn Dew, Oreo, BetMGM and Molson Coors, amongst a handful of others, with the typical 30-second ad reportedly going for as much as $7 million.
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