Nothing Else Adds Up

In a world where it seems like everything costs too much, Totino’s Pizza Rolls™ — the General Mills brand known for delivering craveable snacks at an unbeatable price — decided to make a statement about value by doing what few other brands can: actually offering one.

Totino’s Pizza Rolls launched its latest national campaign, “Nothing Else Adds Up,” aimed at reigniting consideration in the frozen aisle; when you know Totino’s Pizza Rolls are 10 for about a dollar, you start to weigh the price of everything else in pizza roll terms. What you’ll quickly come to realize however, is that nothing else adds up — everything costs way too many pizza rolls.

To bring that idea to life, the brand has again partnered with Dentsu Creative and Sam Richardson (“I Think You Should Leave,” “Detroiters”), who fans may remember from an ill-fated run-in with Chazmo, the friendly alien, is back. While Sam’s character will face new challenges this time around, one thing remains the same: his love for delicious Totino’s Pizza Rolls.

In this new side we’re seeing, Sam plays a hilariously frugal father who measures all of life’s expenses against the gold standard of value — Totino’s Pizza Rolls. Whether Animal Control is called to capture wildlife, the HVAC system needs a reboot or the roof needs fixing, Sam refuses to be fooled when it comes down to price. If it’s not “Pizza Roll Value,” it’s not worth it…no matter the consequence.

Directed by MAMA of Caviar, known for their style of comedy, the campaign blends everyday family moments with Totino’s trademark absurdity. It’s relatable, funny, and slightly offbeat, all hallmarks of the brand’s growing comedic legacy.

The campaign will run across Online Video, Social and Digital beginning on 9/4.

Brianna Menning, Senior Brand Manager, Totino’s Pizza Rolls:
“It’s no secret, $1 doesn’t go very far these days — but at 10 Pizza Rolls for about a $1, Totino’s continues to be one of the most affordable, and fun ways to eat pizza. Sam was instrumental in helping us deliver this message last year, and he continues to reach our audience with the type of absurd humor fans expect from Totino’s, even when nothing else is adding up.”

Alyssa Ollis, Group Creative Director, Dentsu Creative:
“After picking a fight with Chazmo the alien last year, we brought Sam Richardson back as a frugal father who measures all of life’s expenses against the gold standard of value — Totino’s Pizza Rolls. It was incredibly fun partnering with director duo Mark and Matt of MAMA, to bring their sharp craft and comedy style into the brand’s iconic world of absurdity.”

Matt Richter, Associate Creative Director, Dentsu Creative:
“Although each spot unravels into absurdity, at its core, this campaign is extremely relatable. We’ve all been in Sam’s character’s shoes before, contemplating one cost by comparing it to the other things we could afford instead.”

Brian Swan, Associate Creative Director, Dentsu Creative:
“Ten for a $10 is a no brainer. But line up 1,000 Totino’s Pizza Rolls next to your everyday expenses, and suddenly everything else looks like a real rip-off. Enough to put a hole in your own roof to get your money back.”