Hell Pizza: Pizza Roulette

Hell Pizza in New Zealand had a strong brand image but consumers did not feel that it was matched by the product.

Hell Pizza: Pizza Roulette

Categories: Retail/Etail Most Progressive Campaign Best Strategic ThinkingAgency: Barnes, Catmur & FriendsClient: Hell Pizza

Summary

This Gold winning campaign grew out of extensive research and a strong strategic insight. Pizza Roulette was developed to help Hell Pizza grow its business, and avoid the cut-price trap often associated with the quick serve restaurant industry. The gamble paid off. Pizza Roulette created record sales, an onslaught of new customers and even caught the attention of international media. It also won a Gold Effie for Barnes, Catmur & Friends in the Retail/Etail...

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