General Mills: Totino's #BetterWhenBaked

  • Challenge

    Totino’s found a clever way to drive sales and build brand love by going all-in on their positioning as the perfect snack option for serious couch-surfers.

    The brand made sure that everyone celebrating 4/20 (National Marijuana Day) across Denver, Colorado would “Remember before they forget” and “Stock up B4/20” on Totino’s Pizza Rolls while also being mindful of the sensitivity around the messaging and how it would resonate.

  • Solution

    Since the legalization of marijuana in Colorado, Denver has become the #1 destination leading up to 4/20 (National Marijuana Day) among Totino’s target couching audience. So we made sure that everyone celebrating 4/20 across Denver, Colorado would “remember before they forget” and “Stock up B4/20” on Totino’s Pizza Rolls. Then, we identified zip codes and neighborhoods where Totino's audience lives, works, and plays, and placed media in proximity to retailers while being sensitive to the presence of other audiences that may not share the same set of values. In addition to blanketing our couch-surfers with creative reading: “Better when baked,” and “Legal in every state. Better in Colorado,” we went one step further to ingrain Totino's in their instant lifestyle: Pizza roll delivery trucks and branded pedi cabs offered fast, free delivery to couch-bound locals and free rides for would-be-drivers that may have celebrated the holiday a bit too hard.

  • Result

    Everyone stocked up before 4/20, resulting in +18% sales lift YOY in Denver. Kinetic used our proprietary social measurement product, Social Amplification Score (SAS), to understand the campaign’s social impact and earned media value. According to SAS, the Totino’s campaign generated $700,000 in earned media value with 58.20 million earned impressions on Facebook, 4.62 million on Twitter, and 13.21 million on Instagram, showcasing social engagement not only in Denver but also across the country. The campaign even generated a non-paid celebrity endorsement from comedian Ron White, who was visiting Denver to observe the 4/20 holiday. Press coverage included Denver’s leading news outlet ABC-7 and highly relevant industry placements including High Times, The Cannabist, and MJ Biz Daily.