Hell Pizza was a new takeaway restaurant in the New Zealand fast food market. With little brand presence, we needed to create awareness of the brand and cause a stir, to take on the big players like Pizza Hut and Domino's.
An outdoor campaign that introduces Hell Pizza into the market in an un-ignorable way. We featured the highly topical American president at the time, George Bush, alongside some fairly "punchy" headlines. Within hours of the billboards going up, they were featured on national and international news, national and regional talkback radio, blogs, and news websites. We even got the attention of the US embassy. Hell Pizza is now one of New Zealand's favourite takeaway restaurants with 66 stores nationwide, also in London, Korea, Ireland and Canada.