Totino’s Pizza Rolls to run its first Super Bowl commercial

Totino’s Pizza Rolls will run its first Super Bowl commercial next year, as the General Mills-owned frozen pizza brand looks to attract new fans. The spot will come from Dentsu Creative, and IPG’s UM handled the media buy. Totino’s did not say how long the ad will be, or what quarter it will air during the Feb. 9 game on Fox. It also did not share specifics around the creative but did say it will air “Hang Time,” its first Spanish-language spot, during the Super Bowl on Fox Deportes and Telemundo Deportes telecasts. Totino’s claims to be the first in the frozen pizza category to run a Super Bowl spot. Totino’s has previously advertised before the Big Game to drive sales of the pizza rolls as a game-watching snack. At the start of this year, it ran a campaign from Dentsu Creative starring Pete Davidson as he spied on a neighbor having a hard time getting several pizzas into his house. The campaign was meant to show how much easier it is to prepare Totino’s rather than ordering pizza. It seems to have worked—according to General Mills, the ad helped Totino’s have its second-highest sales month in 30 years during the 2024 regular season football playoffs. View this post on Instagram A post shared by Pete ZaRoll (@totinos) Most recently, Totino’s got in on the value wars with another spot from Dentsu Creative that reminded customers that 10 pizza rolls cost about $1. The ad starred Tim Robinson and Sam Richardson as suburban dads asking Chazmo the alien to pay them back for all the pizza rolls he ate. View this post on Instagram A post shared by Pete ZaRoll (@totinos) This is not General Mills’ first Super Bowl spot. In 2014, Cheerios’ spot “Gracie” showed an interracial couple telling their daughter she was going to have a little brother. In 1996, Honey Frosted Wheaties ran a spot starring Michael Jordan, Deion Sanders and Steve Young. General Mills’ net sales were down 1% in the fiscal first quarter that ended on Aug. 25. North American retail sales were down 2% due to lower sales in U.S. snacks (which includes Totino’s) and breakfast foods. Other food brands set to air commercials during the Super Bowl include Ritz, Doritos and Häagen-Dazs.

Totino’s Pizza Rolls to run its first Super Bowl commercial

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