Hell Pizza: Rabbit pizza billboard

This case study explains how Hell Pizza, a pizza chain, used a provocative billboard to increase sales during Easter and reinforce its 'premium' credentials.

Hell Pizza: Rabbit pizza billboard

Summary

A controversial billboard, made from 650 real rabbit skins, got a whole lot of people talking about Hell Pizza. While the commentary may have been good, bad or ugly – the Wild Rabbit pizza was a huge success. In two weeks it sold out and it delivered some sound commercial and brand results, thanks to the edgy campaign by Barnes, Catmur & Friends.

Key learnings

In the ongoing pizza wars Hell Pizza needed to keep ahead of its competitors. The combination of Hell's daring brand with the quality and innovation of its products has...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands