Hell Pizza are strong advocates for more sustainable food sources. But they're also strong advocates for stirring shit up. So, no surprise when they turned a Kiwi classic - the steak and cheese pie - into a pizza. Except, in truly Hell-ish fashion, they replaced the steak with meat made from mushrooms called Fable.
Foreseeing the inevitable outrage, we made them a peace offering – tomato sauce, made with blood and called it toMEATo sauce. Social media was a bloodbath, as the meaters and vegers went to war, resulting in 2.4M interactions. Making it Hell Pizza’s most engaging campaign to date.
While New Zealand is a progressive country in many ways, adoption of alternative meat sources has proved challenging. As a nation built on farming – particularly of sheep and cattle – animal meat has been and remains central to many Kiwi diets. Alternatives, perceived as “fake meat” are shunned by a majority of the population.
6,000 limited edition blood-bagged sauces sold out in just 3 weeks. But it was something of a Trojan sauce, as each bag only contained 0.5ml of blood (less than a slice of pepperoni). Despite that, 70% of those who tried it were meat-eaters and 30% said they’d swap meat for plant-based options in future.
This professional campaign titled 'To-MEAT-O sauce' was published in New Zealand in March, 2023. It was created for the brand: Hell Pizza, by ad agency: Special. This Direct medium campaign is related to the Food industry and contains 1 media asset. It was submitted 7 months ago.
Advertising Agency: Special Wellington
Chief Creative Officer: Tony Bradbourne
Executive Creative Director: Mark Forgan
Creative Director: David Shirley
Senior Art Director: Melina Fiolitakis
Agency Producer: Millie Costley-Deakin
Agency Producer: Liz Garneau
Studio: Dion Young
Retoucher: KY Lee
General Manager Wellington: Phil Baker
Head of Strategy Wellington: Bethany Omeri
Designer: Madeline Lissington
Studio/Production Director: Gavin Le Claire
General Manager PR: Kelly Grindle
PR Account Director: Natalie Chandler
PR: Amanda Vela
Client: Callum Davies
Client: Ben Cumming
Client: Siang Tay