Hell Pizza launches new brand platform ‘Worth going to Hell for’ via Yarn

Kiwi pizza chain Hell has unleashed a bold new brand platform designed to reignite its rebellious spirit and forge a deeper connection with its audience.

Created by indie creative agency Yarn, the new platform and launch campaign introduces an unconventional lead: a ventriloquist puppet with the message that some things in life are ‘worth going to Hell for.’

Deeper than the menu

Siang Tay, Hell Marketing Manager, says, “Research shows that our audience is feeling fed up with being told how to live their lives. They’re not followers. They want to think for themselves and make their own choices, whether that’s deciding on takeout or an engagement ring.

“We wanted to tap into this psyche to create an enduring platform that goes deeper than our menu to connect with existing and new customers.”

Rich Robson, Yarn Executive Creative Director & Partner, adds, “Behind all the controversy and perceived darkness, Hell has actually been a force for a lot of good — discouraging Kiwis from a lifetime of debt with ‘AfterLife Pay’, highlighting our nation’s pests with a rabbit-skinned billboard, and promoting sustainability with a personal invite to Greta Thunberg.

“We’re continuing this legacy with a brand platform that reminds people that sometimes it’s worth questioning what they’re expected to do, and to speak up for what they believe in.

“Although we can’t all have a ventriloquist puppet like our lead character Paul, we’re hoping Kiwis will grow fond of our new anti-hero, and be inspired to listen to their own inner voice a little more.”

Never afraid to evolve

The launch film takes aim at the pressure young couples face when it comes to marriage — and the hefty price tag of a traditional engagement ring. Instead, it presents a bold alternative: a ‘memorial diamond’—a lab-made gem crafted from cremated ashes, offering a less expensive and arguably more ethical choice.

Crafted in collaboration with renowned puppet maker Paul Lewis, the fully functional ventriloquist puppet showcases his expertise from international hits like M3GAN, Sweet Tooth, The Rule of Jenny Pen, and the highly anticipated Minecraft.

JoshDrake, Hell CEO, says, “Hell has never been afraid to evolve – that’s how we’ve built a brand people love. Over the years, we’ve earned a legion of die-hard fans, and we’re incredibly proud of that.

“Our new platform builds on 29 years of shaking things up while reinforcing what we stand for: unapologetic indulgence, uncompromising quality, and generosity in our products and our toppings, as well as our commitment to community initiatives including the Hell Reading Challenge with the NZ Book Awards Trust and our Active in Hell partnership with IHC Group”.”

Launching this week across broadcast TV, online video, outdoor, digital, and social media, the new brand campaign introduces a refreshed design look and feel.

CREDITS:

Client: Hell Pizza

Founder: Callum Davies

CEO: Josh Drake

Marketing Director: Stephanie Quantrill

Marketing Manager: Siang Tay

Marketing Campaign Manager: Lolly McCafferty

Marketing Executive: Queenie Qin

Creative Agency: Yarn

CEO: Heath Davy

Executive Creative Directors: Matt Sellars, Rich Robson

Strategist: Jaqueline Smart

Creatives: Oscar Randle, Joachim Pearson

Designers: Lucie Blaze, Matt Hammond

Production: The Post Office

Executive Producers: Jackie Gulik, Steve Gulik

Director: James Anderson

DOP: Clay Carpinter

Producer: Lissandra Leite

Editor:  Alex Gander

Colourist: Mikee Carpinter

Sound: Liquid Studios

Puppet Maker: Paul Lewis

Media Agency: Sneakers Media