Totino’s

To establish Totino’s as the ultimate afternoon snack champion, we created an annual social media holiday: "425° Day" on April 25th, inspired by the ideal cooking temperature of 425°F. The campaign followed Pete Zaroll, the CEO of Totino’s, on his quirky adventure to circle the globe, visiting each time zone exactly at 4:25pm—the perfect snack time.

We developed 24 unique pieces of content, each published at 4:25pm across different time zones. Pete Zaroll’s character was brought to life with an engaging backstory and world, complete with friends, quests, and a branded content animated adventure series called "Area 425"—where portals to multi-dimensional worlds opened at 425°F. This campaign tapped into playful storytelling and helped Totino’s own both a time of day and a global snack moment.