Hell Pizza: Getting creative with print

The Challenge

When Hell Pizza came to us with a challenge it was one we couldn't refuse - how to help an iconoclastic New Zealand brand with a track record of outrageous public stunts (of often questionable taste) do “something different” for its 20th anniversary - without getting arrested?

Our Idea

We got to thinking, if their story had us hooked then surely it was worthy of telling to the rest of New Zealand. Our features supplement team worked with Hell Pizza to write, design and publish their very own retrospective magazine. “20 Years Of Hell” was inserted into The Dominion Post and Sunday Star-Times to (saturate hometown Wellington) and into national runs of the Sunday Star-Times to get reach for their franchisees.

The Results

We all knew the content was colourful and engaging and should be well
received, but the impact exceeded expectations. The marketing manager
was immediately on the phone to say he was “blown away” by the results and
feedback from both customers and suppliers.

Hell reported a 19% increase in sales the day their magazine dropped in
Wellington, and a 12% uplift across NZ.

These gains were all the more impressive given this was a pure brand play,
with no retail offer or call to action.

What The Client Said

"I am now telling anyone - partners, suppliers, people I know - get back into newspapers the results are amazing!"
Jason Buckley, Marketing Manager, Hell Pizza