Beats, rhymes, & laughs to charm mom into buying Totino's. 

Totino's Pizza Rolls faced a pressing challenge: Latinx parents and their teen children felt no connection to the brand and were not considering the product. General Mills approached our team with the goal of creating an integrated campaign to drive awareness and meaningful engagement among Latina moms, swaying them to choose Totino's as the go-to snack for their teens. 

Data showed that Latine children are the main influencers in their parents' grocery shopping decisions, this family dynamic became the foundation of our strategy. #SerenataTotinos hilariously showed Latine teens the best way to convince mom to buy them Totino's Pizza Rolls: breaking into song and dance. We assembled an all-star team of comedic talent: Jenny Lorenzo, Jay Mendoza, Maya Murillo, & Jesus (Chuy) García, who masterfully captured Totino's unique brand of humor. In short skits, our talent served family drama and flexed their musical chops, performing original songs.