Returning to the Super Bowl after more than a decade, General Mills is showcasing one of its top snack brands in the Big Game: Totino’s Pizza Rolls.

The spot aims to remind fans that Totino’s Pizza Rolls are the perfect value-priced game day snack.

“Totino’s Pizza Rolls has been an iconic brand for decades, bringing people together with a delicious and affordable snack, and our Big Game announcement underscores General Mills’ continued investment in building bold brands during key consumer moments,” said Doug Martin, chief marketing officer for General Mills in a statement.

Totino’s entered the NFL advertising fray in January with a playoff campaign featuring Pete Davidson that took on “Big Pizza”. The regular season and playoff efforts helped drive the second highest sales month in Totino’s 30-year history.

Totino’s also went weird with its “Area 425” ads in 2023, featuring a snacker with a brain compartment to hold pizza rolls and a creepy pizza rolls creature.

Now, on the heels of a fall campaign highlighting the value deal of 10 Totino’s Pizza Rolls for about $1, the brand hopes to bring together pizza and football fans through it’s distinct humor.

“There’s no better way for us to showcase the epic-ness and absurdity of Totino’s Pizza Rolls than with a hilarious spot on football’s largest stage,” said Blake Holman, business unit director for Totino’s Pizza Rolls, in a statement.

Totino’s is working with its current agency roster on the Super Bowl work, including Dentsu Creative, Edelman, and UM.

The brand is also bringing back “Hang Time,” its first Spanish-language ad for the Big Game, which debuted in 2024. The spot will air as a separate Spanish-language ad on Fox Deportes and Telemundo Deportes during February’s Big Game.

Totitno’s urged fans to stay tuned for teasers in the coming months by visiting Totinos.com and following Totino’s on Instagram, TikTok, and Facebook.

General Mills will also be represented at the Super Bowl by Häagen-Dazs, which is also making its Big Game debut.