WW7's Emma Debany Brings Back Totino’s Pizza-Filled Friend “Toti”

Totino’s has rolled out a wacky new campaign that might be its craziest to date.

Made together with global creative agency Dentsu, the pizza roll brand dropped two new spots to officially announce its entry into the breakfast category with its snack bites.

The campaign was born from the insight that teens often skip breakfast.

Acknowledging how difficult it is for them to get up in the morning, roll out of bed, and get going, the brand wanted to position its offering as a “quick and easy” breakfast that will appeal to younger generations.

While the premise of the campaign sounds normal on paper, the adverts are the complete opposite.Dentsu Group Creative Director Alyssa Ollis explained the concept features “wholesome mornings” with “moments of weirdness breaking into that familiar, traditional breakfast space.”

True enough, the breakfast ad incorporates “unhinged” elements that set it apart from the rest, with a weirdly made sun puppet, an overly enthusiastic news reporter, and the return of the zombie-like character, “Toti.”

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With a clear vision and audience in mind, Totino’s latest spots serve as a prime example of a well-executed brand marketing strategy.

Leaning into bizarre imagery and balancing it with surrealist comedy, it’s a campaign that isn’t afraid to try something different — a move sure to be applauded by its Gen Z audience.

And while not everyone can quite understand this brand of humor, those who do are sure to be converted into fans of Totino’s.

Head to DesignRush for more on this spot directed by World War Seven's Emma Debany!