General Mills continued its consumer-centric approach with a significant move from one of its beloved brands, Totino’s, during Super Bowl 58.
Totino’s took to TikTok’s For You Page or “FYP,” serving up real-time parody and satirical takes on commercials during the Big Game. While some viewers focus on the touchdowns, others are more interested in the internet’s reaction to the game, and Totino’s seized the opportunity to cater to this segment of the audience.
You might question why a pizza snack brand would make such a bold move, but Totino’s understands its audience. They recognize that for many teens, the allure of the Big Game lies in the cultural phenomenon surrounding it. Leveraging the power of social media was a strategic move to tap into this audience.
However, Totino’s didn’t merely hop on the bandwagon; they had been preparing for this moment throughout the playoff season. In early February, Totino’s collaborated with comedian Pete Davidson, also known as Pete’s ZaRoll, to launch a digital campaign. This campaign aimed to rescue football fans from disappointing flat pizza deliveries. The ads featured Pete’s ZaRoll’s pregame antics and extravagant game day setup, positioning pizza rolls as the ultimate game day snack.
But that was just the appetizer. For the first time ever, Totino’s offered the ultimate Big Game Day snacking experience. On Sunday, February 11th, football fans in select areas of Las Vegas, LA, and NYC could order special recipe pizza rolls via DoorDash and Uber Eats, delivered hot and ready to eat right to their doorstep.
This parody-driven approach was more than just entertainment; it was part of Totino’s social mission. They aim to provide rule-bending entertainment through unhinged humor, and what better platform to do so than TikTok, known for its viral trends and social entertainment?
The campaign’s success was evident, leading to Totino’s second-largest sales month in its history, trailing only behind March 2020. Totino’s also outpaced the Frozen Snacks category in sales by 1.8 times.
It’s evident that Totino’s knows how to play the game, both on and off the screen. Whether you’re a devoted football fan or just in it for the memes, brace yourself to witness Totino’s, along with other General Mills brands, making even bigger plays for game day in the upcoming football season!
