The devil wears a halo: Hell Pizza promotes its move to free range meats

Hell Pizza has gone free range, and to inform/attract hungry and ethically geared customers it’s enlisted Barnes, Catmur & Friends to roll out a new campaign, which includes a hint of Hell’s usual irreverent marketing style.

On October 9 Hell Pizza became New Zealand’s first pizza company to offer “100 percent guaranteed” free-range pizza following changes to its supply of chicken, pork and some products containing eggs, a release says.

To advertise the change it’s released an animated TVC, produced by Dusk, showing off its happy farm where the chickens get to choose from activities such as yoga, pilates and aimless pecking. They even get to choose their favourite pizza.

The campaign will be pushed out through TV and on demand, in-store marketing, EDMs, social media, radio, online and print.

Hell’s new ingredients come from its suppliers Tegel (chicken) and Harmony (pork), which have both worked hard alongside Hell for over a year to make the change possible, Hell general manager Ben Cumming says.

“Tegel has developed two new free-range farms with comfy barns and plenty of open space just to supply Hell. The pork we get from Harmony farms is from pigs that are grain fed and live their entire lives outdoors; no crates, no pens, just pastures to roam. Our ingredients can be wandering around the farm on Saturday and on a pizza by Monday,” he says.

“By switching to free range ingredients on all our pizzas we believe we are serving an even better product to our customers whilst also demonstrating some of the values Hell stands for.”

“As a result of the change, our raw food costs will increase; however, we’ve made the decision to not increase our prices,” says Cumming.

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