Salt & Pepper PR has worked with Hell on a number of campaigns over the years. Our first campaign for this fantastic company was back in 2014. We created the entire concept for Hell Pizza to increase positive engagement with both current and potential customers. We organised for New Zealand’s hottest pizza – The Angry Dragon – to be created and then tested for its Scoville (heat) rating at an Auckland laboratory, confirming that it was indeed the country’s spiciest ever pizza.
The pizza was launched and customers challenged to complete a whole one in-store. If successful, they received the pizza for free, along with a certificate, pair of underpants and pride of place on the Hall of Flame – both in-store and on the Hell Pizza Facebook page.
Media coverage included an extensive slot on Breakfast TV, with Rawdon, Ali and Sam all attempting the pizza on air. We also secured pieces in the Herald on Sunday and on all of the major radio stations, including ZM, Radio Sport, Mai FM, and The Rock. Customers enjoyed sharing their own attempts online. A huge number of photos were uploaded to the Hell Facebook page and at least 100 YouTube videos were created by people taking on the pizza. Discussion about the promotion, also went viral on discussion forums, such as Reddit.
The Angry Dragon sold out within a matter of weeks, and resulted in Hell’s highest sales since the brand was founded. Franchisee satisfaction was also at an all-time high after the campaign, with many referring directly to The Angry Dragon as a major reason for that.
In Easter 2014, we organised the launch of the Hell Pizza “The Rabbit,” the first in their new series of wild food pizzas. The “Down the Rabbit Hole” themed event that we organised for the launch of The Rabbit led to mass social media coverage, including “selfies” with our White Rabbit host, and huge national media coverage.
New Zealand coverage was soon picked up by global publications (after we leaked the news to contacts at Huffington Post and The Daily Mail), which resulted in the rabbit pizza story going internationally viral. Among many other publications, it was picked up by The Mirror, Perez Hilton, New York Daily News, Delish, and Fox News. This led to the first record-breaking week of sales for Hell (that was superseded three months later by The Angry Dragon). Total AVE (advertising value equivalency) for The Rabbit exceeded $1million NZD.
In 2017, we helped Hell launch another milestone product, The Saviour – New Zealand’s healthiest ever pizza. During the initial launch period, we organised coverage on Newshub and Stuff, as well as in Good Health Choices Magazine, The Healthy Food Guide, and 7 Travel (Australia), among others.
We also organised for competitive eater and model, Nela Zisser, to attempt to finish the country’s healthiest pizza as quickly as possible. Her attempt was captured on film and shared online. The video has had 22,000 views on YouTube so far, and almost 10,000 comments on Facebook, giving both Hell and The Saviour a brilliant boost on social media.
We have some more exciting plans for both Hell and The Saviour this year – watch this space!
- Client - Hell Pizza
- Services - Event Management, Media Relations, Blogger Relations, Creative Concept, International PR