Media Edge: Totino's targets younger audience in new campaign
Media Sales Lead: Totino's recently launched a campaign promoting its signature pizza rolls in a new way. Made by Dentsu Creative, "Area 425" reflects a shift over the past two years of Totino's brand strategy to focus on teenagers.
Key Lead Takeaways: The focus on teenaged consumers will likely lead Totino's digital spend to continue rising, so get in touch soon to secure some of the increasing ad dollars.
Target Demographics: Gen Alpha
Key Spend Notes:
- Spend shift summary: Digital spend is increasing for the first time in several years.
- Planning period: Q1
- Buying period: Q2
Digital Display & Social Media Spend Analysis & Breakdown:
*Note that Pathmatics categorizes Totino's under Food Items*
- 2023 YTD Spend: $909.3k
- STP 2022 Spend: $743.5k
- 2022 FY Spend: $3.7m
- 2021 FY Spend: $8.4m
- 2020 FY Spend: $7.2m
YTD YOY Spend Increase: 22%
YTD Ad Flight Breakdown:
- Q1 2023 Spend: 3/31/2023
- Q2 2023 Spend: 6/31/2022
- Q3 2023 Spend (to date): 6/31/2023
YTD Impressions: 122,952,700
Top Ad Types: Facebook (22%) and desktop video (21%)
Top Purchase Channels: Direct (87%)
Top Publishers: Huffpost.com (25%), Facebook (22%), and Twitch (21%)
Top Industry/Vertical Spenders (YTD, by spend): Mondelez, Hershey, Ferrero, Kellogg, PepsiCo, General Mills, and Mars
Top Creative by Spend; see below: (note that not all creatives debuted in 2023).
Other Media Spend Analysis & Breakdown:
Vivvix: Digital and TikTok ads
Social Demographics: A male-skewed audience ranging from the ages of 18-24
2022-2023 Key Hires:
Current Agency Roster:
- Dentsu Creative: Creative agency partner (at least for this campaign project)
- Mindshare: Media AOR
- View parent company General Mills's full roster here.
Insight Sources: Digital spend insights estimated by Pathmatics; additional channel insights estimated by Vivvix; audience insights by StatSocial.
