Totino's gets saucy with a geotargeted ad campaign on Spotify

The Brief:

Totino’s has long been a fan-favorite among hungry teenagers. The brand understands the importance of reaching not only the customers scarfing down their snacks, but also the ones keeping pantries and freezers stocked (i.e. parents of those ravenous teens).

In 2023, Totino’s identified English- and Spanish-speaking Latinx parents as an untapped demographic. They hoped to win over this key audience with a geotargeted campaign—and cut through the steep snack competition with a catchy, multicultural message.

The Solution:

Totino's “Get Saucy” campaign enticed Spotify users to try the brand's savory snacks in unique new combinations—like pizza rolls deliciously paired with salsa picante or salsa rosada. To help lift overall brand sentiment and reach audiences during key moments, Totino’s opted for an Audio Everywhere campaign.

The brand served the ad to five priority demographic regions—Dallas, Houston, Los Angeles, San Antonio, and Miami—which were selected based on calculated growth potential. And by creating both English and Spanish creative, they were able to connect with bilingual listeners, encouraging them to spice up their snack choices with Totino’s.

The Impact:

Delivering bilingual assets to a geotargeted audience proved fruitful for the “Get Saucy” campaign, delivering millions of ad impressions as well as impressive lifts in brand attribution. Ads were served across two audience segments: those with a known content affinity for Latinx, and Spanish-speaking listeners only.

The Takeaway:

"Get Saucy” demonstrates how speaking to bilingual audiences through culturally relevant content, geotargeted to areas rich in cultural diversity, can lead to an efficient and effective campaign—with results as satisfying as your favorite savory snack.