Totino’s and Sam Richardson Encourage You to Ghost Your Sharing Instincts

To launch Totino’s latest offering, the General Mills brand — known for delivering epic snacks at an unbeatable price — leaned into the common consumer truth that pizza is meant to be shared. Then they broke it.

Unlike other pies, Totino’s Ultimate Pizza is a selfish pizza. With a crispy crust, melty cheese and savoury toppings, it’s simply too good to share — even for people who share everything. And as a brand-new addition to the Totino’s lineup, it will be available nationwide in the US this fall, giving everyone a chance to claim a pizza that’s truly their own.

The brand has again partnered with Dentsu Creative and Sam Richardson  (‘I Think You Should Leave’, ‘Detroiters’), to hilariously point out how hard it is to let go of your Totino’s Ultimate Pizza, even if it technically serves two. Reprising Sam’s role in the Totino’s universe, he plays a dad who’s happy to share his clothes, but his Ultimate Pizza? That’s off-limits.

Directed by MAMA of Caviar, known for their style of comedy, the campaign blends everyday family moments with Totino’s trademark absurdity. It’s relatable, funny, and slightly offbeat, all hallmarks of the brand’s growing comedic legacy.

The campaign is running across Online Video, Social and Digital which began on 10/1. 

“We’re so excited to continue to partner with Sam and share what makes our new Ultimate Pizza so great,” said Tori Fahey, brand experience manager for Totino’s. “Except we know you won’t actually share it because it’s too good – and we’re giving you permission to be selfish!”

"To be willing to share your clothes, but not a slice of pizza — that tells you just how good it must be," said Brian Swan, associate creative director.

"The fact that Sam is so adamant about not sharing that 'za just makes me want it even more," said Matt Richter, associate creative director.