AUCKLAND, Today: HELL is turning up the heat with a bold new brand platform, reigniting its rebellious spirit and deepening its connection with customers.
Created by indie agency Yarn, the campaign introduces an unexpected star—a ventriloquist puppet with a daring message: some things in life are Worth going to HELL for.
Siang, 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.
“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.”
“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.”
True to HELL’s fearless approach, the campaign’s launch film challenges the pressure around marriage and the hefty price of traditional engagement rings. 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.
The ventriloquist puppet, crafted by renowned maker Paul Lewis, is fully functional and reflects his expertise from projects like M3GAN, Sweet Tooth, The Rule of Jenny Pen, and the upcoming Minecraft film.
Josh, 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.”
The campaign launches this week across TV, online video, outdoor, digital, and social media, bringing a fresh new look that blends HELL’s irreverent edge with its premium offering.
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
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