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...