Hell Pizza: Pizza Roulette

This campaign promoted Hell Pizza, a premium New Zealand takeaway pizza chain, by creating a new pizza that linked the product to the brand.

Hell Pizza: Pizza Roulette

Barnes, Catmur & Friends Auckland

Advertiser: Hell PizzaBrand: Hell PizzaCountry: New Zealand

Objectives

Takeaway pizza. Here in New Zealand, it's a category dominated by the two big multinational brands, Dominos and Pizza Hut, who treat the category as "a race to the bottom". The product is generic, as is the marketing, and the focus is relentlessly on price, price, price. In 2012, this approach reached its natural conclusion: a price war with Dominos finding a way to make a pizzas for less than $5, only to be bettered by Pizza Hut, whose...

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