The "Leverage" Strategy

Creativity and Opportunism as Smart Moves 

Totino’s showed how to join a conversation without an official invite or a big budget. During the 2021 Super Bowl, this frozen pizza brand pulled off a digital "hijacking" on Twitter, grabbing attention without dropping a dime on TV ads. 

How’d they do it? 

With a clever, on-point campaign called "Super Bowl Surfing." The move was simple but effective: every time another brand aired its mega-expensive ad during the game, Totino’s fired off a cheeky tweet, hinting that instead of spending millions on ads, these brands could’ve just stocked up on Totino’s mini pizzas for their Super Bowl party. 

Like this: 

“Hey @Doritos, those millions could’ve scored a ton of Totino’s for your Super Bowl bash.” 

In a high-stakes night where brands compete fiercely with massive ad budgets, Totino's low-cost, high-impact approach stood out big time. 

“Totino’s didn’t try to outspend the big brands. They used their moment to shine without the spend,” said Tom Denari, president of Young & Laramore. 

The impact? Totino’s tweets went viral, racking up retweets, likes, and replies. 

Key Takeaways from the Totino's Campaign: 

This campaign is a clear example of how tapping into cultural moments and hitting perfect timing can score massive reach and brand recognition without a massive spend. Totino’s managed to: 

• Insert themselves into the Super Bowl conversation with zero ad spend. 

• Generate “earned media” and buzz rather than relying on paid ads. 

• Show off a fresh, agile vibe in a setting dominated by big-budget ads. 

• Position itself as the fun, laid-back go-to for parties and hangouts. 

This wasn’t just a lucky break; it was a well-played move that synced up perfectly with Totino’s brand identity and audience. Totino’s knows its crowd: young, chill, irreverent, and most likely tweeting through the Super Bowl. 

Since then, this campaign has been studied in marketing programs, imitated by other brands, and celebrated as a blueprint for how smaller brands can stand out in major events. 

What Marketers Can Learn: 

In today’s digital world, creativity and speed can be just as powerful as a big media spend. It’s about staying ready and having a team that can jump on opportunities as they happen. 

Totino’s showed that sometimes, to be relevant, you don’t need the biggest budget—just the smartest play. 

Bottom line for brands? 

Know how to crash the party like a pro. 

At HatchEcom, we help businesses craft agile, creative marketing strategies tailored to their brand identity and audience. Whether you’re a smaller company looking to make a big splash or an established name seeking fresh ideas, we can provide the expertise to ensure your campaigns make an impact. Let’s work together to find your brand’s “Super Bowl moment” and create strategies that combine smart plays with measurable results. 

Ready to take your marketing to the next level? Get in touch with HatchEcom and discover how we can help your brand stand out.