Hell Pizza: To-MEAT-o Sauce

Bethany Omeri, Ursula Nichols

HELL Pizza, a New Zealand-based pizza chain generated reach, engagement and sales in New Zealand by creating a plant-based pizza with the option to add a meat sauce made with real blood.

Campaign details

Brand: Hell Pizza Brand owner: Hell Pizza Entrant company: SpecialIdea creation: Special Auckland Market: New Zealand Sector: Restaurants & takeaways Media channels: Newspapers, Radio & audio, Television & Connected TV, Social media, Word of mouth, Influencers, KOLsBudget: Up to 500k

Executive summary

HELL Pizza wants New Zealanders to eat more sustainably. So, they created a limited-time plant-based ‘Steak & Cheese' Pie pizza.

How would we convince staunch meat-loving New Zealanders to try HELL’s meat-free pizza?

By taking a vegetarian condiment and making...

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