Dive Brief:
- Totino’s has enlisted the creative minds behind the Netflix comedy series “I Think You Should Leave” for a campaign that highlights the value of its pizza rolls, according to a press release.
- Tim Robinson and Sam Richardson co-star as suburban dads who encounter an alien, Chazmo, and confront the extraterrestrial about devouring their Totino’s snacks. Chazmo argues that 10 Totino’s Pizza Rolls only cost about $1, making it not a big deal.
- Zach Kanin, co-creator, producer and writer on “I Think You Should Leave,” and director Alice Mathias are behind “Chazmo Goes Home,” which will appear on streaming services, online video and social channels starting this month. The launch is timed to football season.
Dive Insight:
Packaged foods brands join other categories, including QSRs, in placing renewed emphasis on value to win over price-conscious shoppers. General Mills-owned Totino’s is boasting that 10 of its pizza rolls cost roughly $1 with ads that draw on the confrontational humor of “I Think You Should Leave,” a show co-created by Kanin and Robinson. Robinson and Richardson also served as the leads on “Detroiters,” a comedy program they developed with Kanin and Joe Kelly that shares the same absurdist streak.
“Chazmo Goes Home” will air on platforms including Paramount, Hulu, Peacock and Vix. An extended, 2-minute cut of the commercial will also be available to watch. Dentsu Creative is behind the campaign that parodies movies like “E.T.”
“Totino’s Pizza Rolls have long been a go-to for after school snacks and now, we’re bringing these top comedians together to show fans that this snack is an epic and affordable way to eat pizza,” said Taylor Roseberry, brand experience manager for Totino’s, in a statement.
Totino’s sees an opportunity to broaden its appeal to a wider set of consumers craving pizza. “Chazmo Goes Home” looks to build on a successful campaign Totino’s ran around the 2024 NFL playoffs, which featured Pete Davidson and positioned Totino’s as a more reliable option than fast food delivery. In addition, Totino’s was presenting sponsor of the 2024 Big 12 Football Media Day, further shoring up an association with football.
The bite-sized snack purveyor is no stranger to leaning on off-the-wall humor. Totino’s also recently expanded its product portfolio into breakfast occasions with the debut of Breakfast Snack Bites.
Parent General Mills saw organic net sales drop 1% year over year in the first quarter of the company’s fiscal year. On a call discussing the results, executives said the firm would step up advertising in Q2, including for Totino’s.
