Hell Pizza: Pizza Roulette

Categories: Retail/Etail
Most Progressive Campaign
Best Strategic Thinking
Agency: Barnes, Catmur & Friends
Client: Hell Pizza


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 category.

Key learnings

In order to spice up Hell Pizza's offering it was necessary to bring the brand and the product closer together. Consumer insights revealed the brand credentials were very strong, but not always borne out in the product offering.

Marketing challenge & objectives