Some manufacturers—however not many—can get away with “unhinged” as a thematic cornerstone of their promoting. Totino’s, finest identified for its pizza rolls, counts itself amongst that wacky area of interest, with the most recent proof being an absurdist marketing campaign steeped in ‘90s nostalgia and sight gags.
And if you don’t get the joke, properly, you’re not the demo.
The model, working with company associate Dentsu Inventive, is introducing its first providing within the breakfast class with adverts that function a food-centric momstache, a freakish solar puppet, and a disembodied zombie arm in a freezer.
There’s additionally the return of a humanoid character from a earlier marketing campaign, dubbed Toti, who seems to be made solely of Totino’s puffed-and-stuffed merchandise.
Purposely low-fi and overly cheerful, the 2 new spots resurrect the jingle with unique ditties (from music producer Butter) and harken again to traditional TV commercials to seize the eye of the goal Gen Z viewers.
‘Moments of weirdness’
As an idea, the crew wished to give attention to “wholesome mornings,” however with a comically surreal twist, in accordance with Alyssa Ollis, group inventive director at Dentsu Inventive.
Creatives imagined “moments of weirdness breaking into that familiar, traditional breakfast space,” Ollis advised Adweek. “Then once we started thinking about the songs, it brought us back to old commercials we grew up with, and we just thought, ‘yes, let’s mess with that.’”
The result’s “Wakey Wakey” and “Breakfast Momstache,” which purpose to distance Totino’s Breakfast Snack Bites from established gamers in a crowded grocery section and, in essence, change younger customers’ conduct.
