CLIENT
Hell Pizza
1.Callum Davies - Founder & Director
2. Ben Cumming - CEO
3. Siang Tay - Marketing Manager
AGENCY
1. Tony Bradbourne - Chief Creative Officer
2. Mark Forgan - Executive Creative Director
3. David Shirley - Creative Director
4. Bethany Omeri - Head of Strategy
5. Madeline Lissington - Designer
6. Kelly Grindle - General manager - Special PR
7. Phil Baker - General Manager
SUMMARY
The Steak and Cheese Pie is a NZ culinary classic — a celebration of the nation’s meat-farming roots. Hell Pizza are progressive — notorious for breaking tradition, and leading in plant-based meats. So, it was no surprise when they made a Steak & Cheese Pie pizza without meat, but with a vegetable-based substitute. Meat-eaters were going to hate it. Our creative solution: ToMEATo Sauce–a tomato sauce, made with blood, served in a blood bag. The launch challenged meat-lovers to try meat-substitutes, and was one of Hell’s most successful ever.
