{"id":27199,"date":"2024-08-20T10:13:42","date_gmt":"2024-08-20T17:13:42","guid":{"rendered":"https:\/\/presskitchen.com\/?p=27199"},"modified":"2026-01-28T09:50:11","modified_gmt":"2026-01-28T09:50:11","slug":"with-a-new-jingle-by-butter-music-and-sound-totinos-drops-surreal-ads-to-debut-breakfast-bites-via-adweek","status":"publish","type":"post","link":"https:\/\/demo.techsystintel.com\/press_kitchen_dev\/with-a-new-jingle-by-butter-music-and-sound-totinos-drops-surreal-ads-to-debut-breakfast-bites-via-adweek\/","title":{"rendered":"With a New Jingle by Butter Music and Sound, Totino&#8217;s Drops Surreal Ads to Debut Breakfast Bites via Adweek"},"content":{"rendered":"<header class=\"my-4 my-lg-5 py-2 py-lg-0 entry-header\">\n<div class=\"row m-0 \">\n<div class=\"col-lg-12 px-3 px-md-0\">\n<h2 class=\"text-center text-black\">The retro-style work, from agency partner Dentsu Creative, shows off the brand&#8217;s absurdist tendencies.<\/h2>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-27200\" src=\"https:\/\/demo.techsystintel.com\/press_kitchen_dev\/wp-content\/uploads\/2024\/08\/Totinos.webp\" alt=\"\" width=\"1200\" height=\"675\" srcset=\"https:\/\/demo.techsystintel.com\/press_kitchen_dev\/wp-content\/uploads\/2024\/08\/Totinos.webp 1200w, https:\/\/demo.techsystintel.com\/press_kitchen_dev\/wp-content\/uploads\/2024\/08\/Totinos-300x169.webp 300w, https:\/\/demo.techsystintel.com\/press_kitchen_dev\/wp-content\/uploads\/2024\/08\/Totinos-1024x576.webp 1024w, https:\/\/demo.techsystintel.com\/press_kitchen_dev\/wp-content\/uploads\/2024\/08\/Totinos-768x432.webp 768w, https:\/\/demo.techsystintel.com\/press_kitchen_dev\/wp-content\/uploads\/2024\/08\/Totinos-350x197.webp 350w, https:\/\/demo.techsystintel.com\/press_kitchen_dev\/wp-content\/uploads\/2024\/08\/Totinos-600x338.webp 600w, https:\/\/demo.techsystintel.com\/press_kitchen_dev\/wp-content\/uploads\/2024\/08\/Totinos-uai-900x506.webp 900w\" sizes=\"(max-width: 1200px) 100vw, 1200px\" \/><\/p>\n<\/div>\n<\/div>\n<\/header>\n<div class=\"hero-wrapper w-100 mb-2\">\n<div class=\"featured-image\">\n<div class=\"\">\n<p>Some brands\u2014but not many\u2014can get away with \u201cunhinged\u201d as a thematic cornerstone of their advertising.\u00a0Totino\u2019s, best known for its pizza rolls, counts itself among that wacky niche, with the latest evidence being an absurdist campaign steeped in \u201890s\u00a0nostalgia\u00a0and sight gags.<\/p>\n<p>And if you don\u2019t get the joke, well, you\u2019re not the demo.<\/p>\n<p>The brand, working with agency partner\u00a0Dentsu Creative, is introducing its first offering in the breakfast category with ads that feature a food-centric momstache, a freakish sun puppet, and a disembodied zombie arm in a freezer.<\/p>\n<p><iframe title=\"Totino\u2019s Breakfast - Start the Day the Totino\u2019s Way: \u201cWakey Wakey\u201d\" width=\"840\" height=\"473\" src=\"https:\/\/www.youtube.com\/embed\/nhcsDEO6oFk?feature=oembed&#038;width=840&#038;height=1000&#038;discover=1\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<p>There\u2019s also the return of a humanoid character from a previous campaign, dubbed Toti, who appears to be made entirely of Totino\u2019s puffed-and-stuffed products.<\/p>\n<p>Purposely low-fi and overly cheerful, the two new spots resurrect the jingle with original ditties (from music producer\u00a0<a href=\"https:\/\/www.adweek.com\/agencyspy\/thursday-stir-169\/\" target=\"_blank\" rel=\"noopener\">Butter<\/a>) and harken back to classic TV commercials to grab the attention of the target Gen Z audience.<\/p>\n<h4 class=\"wp-block-heading\"><strong>\u2018Moments of weirdness\u2019<\/strong><\/h4>\n<p>As a concept, the team wanted to focus on \u201cwholesome mornings,\u201d but with a comically surreal twist, according to Alyssa Ollis, group creative director at Dentsu Creative.<\/p>\n<figure id=\"attachment_27201\" aria-describedby=\"caption-attachment-27201\" style=\"width: 1200px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" class=\"wp-image-27201 size-full\" src=\"https:\/\/demo.techsystintel.com\/press_kitchen_dev\/wp-content\/uploads\/2024\/08\/Totinos-2.jpg\" alt=\"\" width=\"1200\" height=\"675\" srcset=\"https:\/\/demo.techsystintel.com\/press_kitchen_dev\/wp-content\/uploads\/2024\/08\/Totinos-2.jpg 1200w, https:\/\/demo.techsystintel.com\/press_kitchen_dev\/wp-content\/uploads\/2024\/08\/Totinos-2-300x169.jpg 300w, https:\/\/demo.techsystintel.com\/press_kitchen_dev\/wp-content\/uploads\/2024\/08\/Totinos-2-1024x576.jpg 1024w, https:\/\/demo.techsystintel.com\/press_kitchen_dev\/wp-content\/uploads\/2024\/08\/Totinos-2-768x432.jpg 768w, https:\/\/demo.techsystintel.com\/press_kitchen_dev\/wp-content\/uploads\/2024\/08\/Totinos-2-350x197.jpg 350w, https:\/\/demo.techsystintel.com\/press_kitchen_dev\/wp-content\/uploads\/2024\/08\/Totinos-2-600x338.jpg 600w\" sizes=\"(max-width: 1200px) 100vw, 1200px\" \/><figcaption id=\"caption-attachment-27201\" class=\"wp-caption-text\">There\u2019s a method to the madness, and props and sets for \u201cStart Your Day the Totino\u2019s Way\u2019 weren\u2019t \u201cweird for weird\u2019s sake,\u2019 per creatives.Totino\u2019s<\/figcaption><\/figure>\n<p>Creatives imagined \u201cmoments of weirdness breaking into that familiar, traditional breakfast space,\u201d Ollis told Adweek. \u201cThen once we started thinking about the songs, it brought us back to old commercials we grew up with, and we just thought, \u2018yes, let\u2019s mess with that.\u2019\u201d<\/p>\n<p>The result is \u201cWakey Wakey\u201d and \u201cBreakfast Momstache,\u201d which aim to distance Totino\u2019s Breakfast Snack Bites from established players in a crowded grocery segment and, in essence, change young consumers\u2019 behavior.<\/p>\n<p>Studies from the Centers For Disease Control and Prevention have revealed that 75% of teens regularly skip breakfast, with the brand dissecting the root causes.<\/p>\n<p>\u201cWe talked a lot about the difficulty of teen mornings, the unwillingness to roll out of bed and get going,\u201d Ollis said, noting that Totino\u2019s execs wanted to \u201camp up the idea of \u2018quick and easy.\u2019\u201d<\/p>\n<h4 class=\"wp-block-heading\"><strong>\u2018Visually unhinged\u2019<\/strong><\/h4>\n<p>And as for the ridiculousness of it all, \u201cit\u2019s crucial to surprise people and show them something they\u2019ve never seen before,\u201d Ollis said. \u201cWe also love work that has a great and unique visual component.\u201d<\/p>\n<p>Young consumers, even those who are already devoted to pizza rolls, aren\u2019t easy to impress with marketing messages. They also \u201chave infinite access to their favorite types of entertainment, every waking moment of their lives,\u201d Ollis said, adding to the clutter and competition.<\/p>\n<p><iframe title=\"Totino\u2019s Breakfast - Start the Day the Totino\u2019s Way: \u201cMomstache\u201d\" width=\"840\" height=\"473\" src=\"https:\/\/www.youtube.com\/embed\/g8JMBk-82uk?feature=oembed&#038;width=840&#038;height=1000&#038;discover=1\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<p>With the upbeat tagline \u201cStart Your Day the Totino\u2019s Way,\u201d the campaign went for \u201cvisually unhinged,\u201d per Ollis, bringing in director Emma Debany of WW7, who worked with the brand on last year\u2019s quirk-filled\u00a0<a href=\"https:\/\/www.adweek.com\/agencyspy\/totinos-makes-snacking-weird-with-area-425\/\" target=\"_blank\" rel=\"noopener\">\u201cArea 425\u201d<\/a>\u00a0ad series.<\/p>\n<p>The campaign also continues a unique comedic spin that\u2019s grounded in\u00a0<a href=\"https:\/\/www.adweek.com\/brand-marketing\/ad-day-tim-eric-made-ad-totinos-pizza-and-its-so-so-so-weird-161285\/\" target=\"_blank\" rel=\"noopener\">past work<\/a>\u00a0at a time when the broader ad industry is returning to humor as a way to turn consumers\u2019 heads.<\/p>\n<p>The throwback vibe that fuels the \u201cStart Your Day\u201d spots came naturally, Ollis said, though retro trappings have become one of the most prevalent ad trends.<\/p>\n<figure style=\"width: 1024px\" class=\"wp-caption alignnone\"><img decoding=\"async\" src=\"https:\/\/static-prod.adweek.com\/wp-content\/uploads\/2024\/08\/box-totinos-breakfast-bites-2024-1024x576.jpg\" alt=\"\" width=\"1024\" height=\"576\" \/><figcaption class=\"wp-caption-text\">Totino\u2019s, best known for its pizza rolls, launches into the competitive breakfast category for the first time.Totino\u2019s<\/figcaption><\/figure>\n<p>\u201cOne great thing about nostalgia is that there are millions of moments and truths and experiences to pull from,\u201d Ollis said. If the team considered the old-school approach to be overused, \u201cwe would already be sick of it, and we wouldn\u2019t have done the campaign this way.\u201d<\/p>\n<h4 class=\"wp-block-heading\"><strong>Fan demand<\/strong><\/h4>\n<p>The product itself\u2014which has been developed over the past few years as a kind of breakfast scramble in a shell, minus the eggs\u2014came about because of consumer feedback, according to\u00a0<a href=\"https:\/\/www.adweek.com\/commerce\/why-marketers-might-never-move-past-90s-nostalgia\/\" target=\"_blank\" rel=\"noopener\">Taylor Roseberry<\/a>, General Mills brand experience manager.<\/p>\n<p>A breakfast entry \u201cwas the number one flavor that Totino\u2019s fans asked for on social,\u201d Roseberry said.<\/p>\n<p>The snack bites come in three variations\u2014filled with bacon, sausage, chorizo, meatless crumbles, cheese substitute, and other ingredients\u2014and have been expanding distribution to more mass retailers since a May launch.<\/p>\n<p>\u201cStart Your Day\u201d is the line\u2019s official coming-out party, with spots dropping Monday on streaming TV, online video, and paid social channels.<\/p>\n<p>Click <a href=\"https:\/\/www.adweek.com\/brand-marketing\/sun-puppets-and-food-faces-totinos-drops-surreal-ads-to-debut-breakfast-bites\/\">HERE<\/a> to read the original article.<\/p>\n<\/div>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>The retro-style work, from agency partner Dentsu Creative, shows off the brand&#8217;s absurdist tendencies. Some brands\u2014but not many\u2014can get away with \u201cunhinged\u201d as a thematic cornerstone of their advertising.\u00a0Totino\u2019s, best known for its pizza rolls,&#8230;<\/p>\n","protected":false},"author":2,"featured_media":27200,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[256,268,270,273,278,1,211,217,218,234,251,252],"tags":[261,262,267,271,272,276,297,579,825,210,839,248,975,249,1263,253,1725,257,2890,259,4330,260,4331],"class_list":["post-27199","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-butter","category-music","category-music-sound-design","category-news","category-spots","category-uncategorized","category-fresh-news","category-ads","category-advertising","category-production","category-bicoastal","category-branded-content","tag-commercial","tag-commercials","tag-los-angeles","tag-music-and-sound","tag-new-york","tag-sound-design","tag-production-2","tag-production-company","tag-spot","tag-creative","tag-press-kitchen","tag-ad","tag-director","tag-advertising","tag-directing","tag-branded-content","tag-jingle","tag-butter-music-sound","tag-post-production","tag-campaign","tag-dentsu-creative","tag-comedy","tag-totinos"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>With a New Jingle by Butter Music and Sound, Totino&#039;s Drops Surreal Ads to Debut Breakfast Bites via Adweek - Press Kitchen<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/demo.techsystintel.com\/press_kitchen_dev\/with-a-new-jingle-by-butter-music-and-sound-totinos-drops-surreal-ads-to-debut-breakfast-bites-via-adweek\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"With a New Jingle by Butter Music and Sound, Totino&#039;s Drops Surreal Ads to Debut Breakfast Bites via Adweek - Press Kitchen\" \/>\n<meta property=\"og:description\" content=\"The retro-style work, from agency partner Dentsu Creative, shows off the brand&#039;s absurdist tendencies. 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