Totino’s Pizza
Rolls knows America is sweating grocery bills. So its new campaign turns those little nuggets into crunchy currency, with comedian Sam Richardson using the brand’s familiar
“10-for-a-dollar” math to evaluate everything from critter control to roofing repairs.
Called “Nothing Else Adds Up,” the effort casts Richardson — best
known for "I Think You Should Leave" and "Detroiters" — as an ultra-frugal dad stretching every dollar. Richardson also appeared in Totino’s Super Bowl spot earlier this year, where he
sparred with an alien named Chazmo. Dentsu Creative is the agency. The new work is running online, across video, social, and digital platforms.
And while the
campaign continues Totino’s trademark absurdist humor, the value message lands differently now. A new poll from the Associated Press-NORC Center for Public Affairs Research finds 86% of U.S.
adults are worried about food prices, with 53% saying those costs are a source of major stress. That concern now eclipses worries about housing costs, credit card debt and even healthcare.
“It’s no secret $1 doesn’t go very far these days — but at 10 Pizza Rolls for about $1, Totino’s continues to be one of the most
affordable, and fun ways to eat pizza,” says Brianna Menning, senior brand manager, in the release.
That financial stress is reshaping balance sheets
across the packaged-food sector. Parent company General Mills, despite a long run as one of the industry’s steadiest players, has logged four straight years of sales declines. It expects fiscal
2026 revenue to be flat at best, with profits falling as much as 15%, pressured by strategic divestitures. Other giants are scrambling, too: Kraft Heinz is splitting into two companies, while activist
investors pressure PepsiCo to rethink its portfolio.
By poking fun at inflation math, Totino’s aims to keep Pizza Rolls in the “affordable
indulgence” category. It’s a reminder that even as consumers cut back and food makers fumble, one equation still adds up: 10 for a buck.