Kiwi Pizza Chain Hell has launched a bold new brand platform designed to rekindle its rebellious spirit and forge a deeper connection with its audience.
Created by the Indie Creative Agency WireThe new platform and launch campaign introduces an unconventional leadership: a ventriloquistic puppet with the message that some things in life ‘are worth going to hell’.
Deeper than the menu
Siang Tay, Hell’s Marketing Manager, says: “Research shows that our audience is feeling fed up with how to live on how to live their lives. They are not followers. They want to think for themselves and make their own choices, be it deciding on travel or an engagement ring.
“We wanted to explore this psyche to create a lasting platform that deepens more than our menu to connect with new and existing customers.”
Rich Robson, director and executive creation partner of Yarn, adds: “Behind all the controversy and perceived darkness, hell has been a strength to well-be a well-known Kiwis of a life of ‘after death’, highlighting the pests of our nation with a rabbit skins and sustainability promotion with a nation Personal Invitation to Greta Thunberg.
“We continue this legacy with a brand platform that resembles people that sometimes it is worth questioning what they expected to do and talk about what they believe.
“Although not all we have a ventriloquist puppet like our main character Paul, we hope Kiwis enjoy our new anti-hero and be inspired to hear his own inner voice a little more.”
Never afraid to evolve
The release movie gets around in the pressure that young people face when it comes to marriage – and the high price of a traditional engagement ring. Instead, it has a bold alternative: a ‘memorial’ diamond-made jewelry made of a laboratory created from cremated ashes, offering a cheaper and more arguably more ethical choice.
Created in collaboration with the renowned Paul Lewis doll manufacturer, the totally functional ventriloquist puppet shows his experience of international successes as M3ganLike this, Sweet toothLike this, Jenny Pen’s ruleand the highly anticipated Minecraft.
Joshdrake, CEO of Hell, says: “Hell was never afraid to evolve – that’s how we built a brand that people love. Over the years, we have gained a legion of stubborn fans and we are incredibly proud of it.
“Our new platform is based on 29 years of shaking things as we reinforce what we argue: Indulgence without excuses, uncompromising quality and generosity in our products and coverage, as well as our commitment to community initiatives, including Inferc Leiture Challenge, with NZ Book Awards Trust and our active partnership in the IHC group” ”” ”.
Launching this week on transmission TV, on -air, outdoor, digital and social media, the brand’s new campaign features an updated design look.
Credits:
Customer: 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
Creative: 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
Colorist: Mikee Carpinter
Sound: Liquid Studios
Maker Maker: Paul Lewis
Media Agency: Tennis Media
