Hell Pizza launches new campaign via Yarn

New creative indie agency, Yarn, and Hell Pizza have teamed up to launch a tongue-in-cheek support line to help people stay hooked on the brand’s latest creation, Smokey Brisket pizza.

By calling 0800 DONT QUIT, smoked-loving fans will receive support in different forms – friendly advice from other non-quitters, delicious mouth-watering ASMR sounds, and a 10-step guide to not quitting.

Yarn Creative Partners, Rich Robson and Matt Sellars, say: “Hell Pizza has been the epitome of a challenger brand in New Zealand for over 25 years now, so we’re stoked to be working with such a brave and ambitious team.

“While navigating a traditional 0800 number can be infuriating, it’s given us a great medium for delivering some non-traditional branded entertainment.”

Hell Pizza are big supporters of being smokefree, but when it comes to smoking food, they’re more than happy to stand up for their love of ingredients – such as smoked brisket, smoked cheddar and smoky BBQ.

Hell Pizza Marketing Manager, Siang Tay says: “We’re stoked to be working with the team at Yarn to deliver on this light hearted and ironic way of launching our new Smokey Brisket Pizza. We’re always looking out for fun and unique ways to help facilitate getting our delicious creations into Kiwi mouths and this campaign has delivered.” 

Alongside the 0800 DONT QUIT helpline, the campaign is supported with outdoor, radio, digital and social content.

It has been well received so far with Quitline even jumping in on the action.


Hell Pizza

CEO: Ben Cumming

Founder: Callum Davies

Marketing Manager: Siang Tay

Marketing Coordinator: Holly Mills

Creative & Production: Yarn

Managing Partner & Executive Producer: Heath Davy

Creative Partners: Rich Robson & Matt Sellars

Creatives: Robyn Ramsey & Luke Roxburgh

Design: Inject / Caroline Wilkie

Motion: Jasper Johnstone

Sound: Radiate / NZME

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