Totino's pizza rolls
4/20 city takeovers
With a wave of big cities like Denver, Portland, and Washington DC, legalizing marijuana Totino’s was looking for a way to target new, “hungry,” consumers. Our solution was to create an out of home campaign to takeover the most recent cities to decriminalize.

Our campaign centered around the hashtag #BetterWhenBaked, tapping into a double entendre around cannabis and the universal truth – pizza rolls taste better when baked, not microwaved. Using a series of “subtle” headlines, we nodded to our support of the law, position pizza rolls as the perfect 4/20 snack, and inserted Totino’s into the cultural conversation. We ultimately saw a boost in pizza roll sales as fans on social picked up on our subliminal messaging and more than a few news sources noticed as well.
Totino's pizza rolls
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