How we made sense of the most anarchic brand in New Zealand.

Stalking the weak-willed with Satan's Sliders.

 

The start of a new year is when most people are trying their hardest to stick to the resolutions made on New Year’s Eve. But oaths sworn under the influence of a chardonnay or three, are sometimes easier said than done. In fact, research shows that although about half of all adults make New Year’s resolutions, most are broken as little as two weeks into the new year. We took advantage of this psychological chink in our armour with targeted street posters and billboards near gyms, trying to tempt the less pious away from their New Year’s resolutions

 

 

BCF Dentsu

While we sympathise with people who have failed so quickly, we’ve been very happy to facilitate the demise of many short-lived fitness fanatics and hand over a great number of dessert burgers to those who have chosen sin for 2020. We’re yet to come across anyone who has regretted this decision.”

Siang Tay, Marketing Manager

With its combination of irreverent imagery, unique tone of voice, and penchant for mischief making, Hell Pizza has always been a controversial Kiwi brand. But while anarchy can keep you in the headlines, it doesn’t always translate into consistent sales. Especially when the takeaway market is getting broader, and people are getting more adventurous in their food choices.

 

We decided to take what Hell did best, attitude and pizza, and funnel it into a proper brand strategy. With a combination of consistent communications and a unique tone of voice, they’d soon be at the top of the pizza pile. With our plan in place, it was time to unleash Hell.

January saw the most egregious violation of New Zealand sovereignty in living memory, as a roving band of ne’er-do-wells instigated a string of outrageous incidents across this fair nation. They trashed a beach, threatened people with violence, engaged in petty theft, even dined and dashed from respectable restaurants (and a Burger King).

 

Their trip was a headline making machine with New Zealand media tracking their every move. HELL, decided to join the conversation with a new pizza just for New Zealand’s tourists from Hell.

 

BCF Dentsu
BCF Dentsu

We set out to get tongues wagging with the help of the hottest chili sauce in the world. Pizza Roulette was a promotion whereby if you asked (and people did), Hell Pizza would put a drop of the sauce on one slice without telling you which. Using point of sale, a TVC, and word of mouth, Pizza Roulette burned its way across the internet, increasing sales of pizza and probably also milk.

"Who would want a pizza that makes you feel like this"?

Jeanne Moos - CNN

BCF Dentsu
BCF Dentsu

 Not content to let a happy occasion go to waste, Hell decided to launch a rabbit pizza just in time for Easter. Using a single billboard made out of real, recycled rabbit skins, news of the pizza spread faster than myxomatosis. Despite being a billboard, it was a huge digital and social success, appearing across platforms such as Facebook, Reddit, and even Time Magazine.

"THIS IS THE WORST THING I HAVE EVER SEEN IN MY LIFE".

@alixKarol - Twitter user

Along with the previously mentioned Pizza Roulette TVC, we created a suite of TVCs highlighting some of Hell Pizza’s compelling proof points, from vegetarian options to sides. Hell’s irreverent personality allowed us to do it all with a knowing wink.

After going after a national pest, Hell then went after a national icon: Australia’s. To launch their kangaroo pizza, we ran a single billboard in Sydney and produced an online content video stating that we’d taken Australia’s roos hostage and were patiently awaiting that our demands be met. They weren’t, so kangaroo pizza was forced to become another runaway success.

Because somebody has to stand up for evil, we sent a protester down to Aotea Square to invade the live stream of the popular 'Bring Down the King' campaign. 

We've produced many other campaigns for Hell that have spread across the world. Here are a couple of our other favourites.

BCF Dentsu
BCF Dentsu
BCF Dentsu

Hell regained their position as New Zealand’s beloved bad boy brand and clocked up enviable pizza sales while their competitors raced for the bottom. And it didn’t just result in gold for them; our campaigns have been recognized several times at the Effies.

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