• by Fern Siegel , December 11, 2024

After a 10-year hiatus, General Mills is returning to the Super Bowl, working with Dentsu Creative. UM is handling media.

And it will arrive with an ad for Totino's Pizza Rolls, a first for the snack brand. The goal is to make pizza bites the go-to food in the frozen pizza category.

“Our Big Game announcement underscores General Mills’ continued investment in building bold brands during key consumer moments," said Doug Martin, Chief Marketing Officer for General Mills. “The Big Game is the ideal moment for Totino's Pizza Rolls to connect with fans and elevate their snacking experience.”

During the 2024 regular season playoffs, Totino’s ad campaign “Big Pizza” resulted in the second-highest sales month in the company's 30-year history. A fall campaign highlighted the value of 10 Totino's Pizza Rolls for $1. Dentsu Creative produced the spots.

“There’s no better way for us to showcase the epicness and absurdity of Totino’s Pizza Rolls than with a hilarious spot on football’s largest stage,” said Blake Holman, business unit director, Totino’s Pizza Rolls.

Totino’s Pizza Rolls is also bringing back “Hang Time,” its first Spanish-language ad for the Big Game, which debuted this year. The spot will air as a separate Spanish-language ad on Fox Deportes and Telemundo Deportes during the Super Bowl.

General Mills includes a host of well-known brands, including Cheerios, Nature Valley, Häagen-Dazs, Old El Paso, Pillsbury and Betty Crocker. General Mills generated fiscal 2024 net sales of $20 billion.