HELL is well-known for pushing the boundaries. Helping them do this is something we love doing. Drawing on our media expertise, we’ve helped shape the stories behind some of HELL’s most notable moments.

'Mind-blowing' Plant-Based Burger Pizza Surprises Kiwis

On a mission to introduce carnivores to meat-free options, HELL surprised customers with its now infamous, meat-free Burger Pizza in 2019.

Featuring a ‘medium-rare burger patty’, HELL didn’t say what the patties were made of to see if people could tell the difference between it and a real meat patty.

The meat-free element of the Burger Pizza (a Beyond Meat patty) was revealed to customers in a survey, which found 80% of people who purchased it said they were pleasantly surprised or unfazed to find out it was plant-based, and more than 70% saying they would buy it again.

Burger Pizza quickly made national and international headlines. With appearances on Seven Sharp, Newstalk ZB and leading Stuff, it was also covered by the BBC, LADBible and more.

The campaign’s success came from its strong ‘why’. HELL wanted to start a conversation and raise awareness about sustainable food choices, which were still new to consumers in 2019.

It’s safe to say that Burger Pizza has become a HELL legend and played an important role in introducing Kiwis to alternative proteins, encouraging more people to swap meat for plant-based options.

Greta Thunberg can go to HELL

In October 2021, Greta Thunberg was invited – in the form of three adshels installed in her home city of Stockholm - to go to HELL the next time she visits NZ. Working with the team at Yarn, the invite was sent in response to Thunberg turning up the heat on world leaders and New Zealand for inaction on climate change.

Featuring HELL’s 100% Carbon Neutral Delivery promise, the campaign spoke to HELL’s work in reducing its footprint and its stores’ contribution to easing pressure on the planet.

Thorn PR wrote and pitched the cleverly crafted media release that led to headlines in New Zealand’s mainstream media within hours, capturing the attention of the NZ Herald, ODT, and Newshub and also appearing in overseas media, including the Daily Mail and LADBible.

While raising awareness about HELL’s environmental commitments, the campaign was a 2022 Axis Awards Winner, taking home Silver.

Vibrators for Valentine’s Day

In 2021 and 2022, HELL spiced up Valentine’s Day when in conjunction with Adulttoymegastore offered vibrators and C-rings to lucky customers on the traditional day of love.

A cheeky campaign in more ways than one, it highlighted that nearly half of all New Zealanders own a sex toy and sought to shine a light on the importance of pleasure, particularly given the impact of the Covid-pandemic.

Generating all positive headlines – and a wave of support across social media – the vibrators and c-rings sold out in hours, leaving thousands of HELL customers satisfied in more ways than one.

Articles

Ladbible, Pizza Chain Swaps Meat Topping For Plant-Based Alternative And No-one Notices

1News NZ, Hell Pizza denies deceiving customers 'outwardly' with vege patty dubbed 'a medium rare burger patty'

NZ Herald, Takeaway vibrators: Hell Pizza's X-rated Valentine's Day move

Concrete Playground, Hell Pizza Is Giving Away Cock Rings and Vibrators For Valentine's Day