Totino’s Pizza Rolls Makes Its Super Bowl Debut
What do the Philadelphia Eagles, Kendrick Lamar and the humble pizza roll all have in common? They all delivered unforgettable cultural moments at Super Bowl LIX, of course.
Totino’s Pizza Rolls always knows how to cut through the clutter of other snack brands with their bold, irreverent brand personality. This year, General Mills made Big Game time even more epic with Totino’s first-ever Super Bowl spot, “Chazmo Finally Goes Home.” Made Music Studio was honored to create the special edition of Totino’s award-winning sonic identity heard in the campaign featuring “I Think You Should Leave” comedians Tim Robinson & Sam Richardson.
If you missed it live (or want to relive the fun!), check out the eye-popping spot below:
Behind the sound of Totino’s Pizza Rolls
When we first developed the Totino’s sonic identity, we knew we had to create something out-of-this-world. The brand needed a sonic brand that reflected their brand values of friendly, familiar, and absurdly funny, and could ensure their Gen Z audience felt seen as they escape to their happy place of screens, games — and pizza rolls.
We partnered with General Mills to create a gamified sonic identity designed to stretch across every sound-on platform and instantly call to mind the Totino’s brand. Their brand theme is a genre-jumping, irreverent multiverse of music and sound, filled with subliminal memes and audio easter eggs. Listen closely and you’ll hear the scale tones “4-2-5” within the oven beep-inspired sonic logo (it’s the perfect temperature for baking pizza rolls).
The sonic identity has been building brand awareness and attribution on sound-on platforms, advertising and now: the biggest advertising stage in the world.
Creating a “meme-worthy” cultural moment
“Chazmo Finally Goes Home” is a follow-up to our last collaboration with Totino’s, the introduction of Chazmo the Alien on broadcast. The spot was such a smash success that Totino’s brought the storyline and “I Think You Should Leave” creative team back for their big Super Bowl moment. “The intent is not to sell pizza rolls for one day,” General Mills’ Doug Martin (CMO) said of the campaign in Ad Age. “It’s to increase awareness and consideration into the future.”
As the first Big Game ad in the frozen pizza category, "Chazmo Finally Goes Home” rippled through the culture, built brand love on social, and hilariously stunned the Today Show on its debut. (We guess IYKYK.) Adweek even called the spot, a showcase for Totino’s absurd sense of humor, one of Super Bowl LIX’s Most Meme-Worthy Moments — now that’s what we call meeting your audience where they are.
Made Music Studio is proud to have partnered with General Mills and Dentsu on such a landmark moment for one of our favorite snack brands. Here’s to creating many more bold, absurd cultural moments together!
