Totino’s, a brand known for its Pizza Roll snacks, is making a bold move into the breakfast category with a new campaign targeting Gen Z. The campaign, titled “Start the Day the Totino’s Way,” promotes the brand’s Breakfast Snack Bites as a convenient option for teens who often skip breakfast. With research showing that 75% of teens skip the most important meal of the day, Totino’s saw an opportunity to fill a gap in the market and appeal to a younger demographic.
The campaign includes two new 15-second spots that tap into nostalgia while highlighting the convenience of Breakfast Snack Bites. The ads feature original jingles created by agency Butter and are set to run across online video, streaming TV, social media channels, and paid social placements. The visuals and music in the ads are meant to evoke commercials from the ‘80s and ‘90s, playing into Gen Z’s love for nostalgia in marketing.
One of the spots, titled “WakeyWakey,” shows a teen getting out of bed under the light of a creepy sun puppet and enjoying Breakfast Snack Bites at the breakfast table. The other spot, “Momstache,” features a teen fighting with a frozen arm in the freezer to grab the snack bites before spotting his mom with a Totino’s mustache. The ads have a bizarre tone, a signature style of Totino’s marketing, and are designed to capture the attention of Gen Z consumers.
The campaign was developed in collaboration with Dentsu Creative and production company WW7, with a focus on every detail from casting to set design to shooting on a Digital Bolex camera for a retro feel. This attention to detail is meant to create a unique and memorable campaign that resonates with the target audience.
In a competitive breakfast market, Totino’s is looking to build loyalty and attract consumers who are looking for convenient meal options. With QSRs like Wendy’s also ramping up their breakfast marketing efforts, Totino’s is positioning itself as a fun and quirky alternative for Gen Z consumers. Prior to this campaign, Totino’s partnered with comedian Pete Davidson for a Super Bowl campaign promoting its Pizza Rolls snack.
Other breakfast marketers have also been unveiling creative campaigns to capture consumers’ attention. Thomas’ Breakfast introduced its first brand character in its 144-year history as part of the “Huzzah! A Toast to Breakfast” campaign, while Quaker launched a “100 Reasons to Rise” photo series showcasing the power of mornings to unite people.
Despite a slight decline in net sales for General Mills, Totino’s parent company, the brand is optimistic about the future. With a focus on organic net sales growth and innovative marketing campaigns like “Start the Day the Totino’s Way,” Totino’s is poised to make a splash in the breakfast category and capture the hearts of Gen Z consumers.