Hell Pizza advertising and marketing stunt leaves vegetarian prospects ‘grossed out’

Hell Pizza advertising and marketing stunt leaves vegetarian prospects ‘grossed out’

Hell Pizza said the blood sauce was to ensure “meat-loving customers” did not grow annoyed at the business adding another vegetarian pizza to its menu.


Hell Pizza mentioned the blood sauce was to make sure “meat-loving prospects” didn’t develop aggravated on the enterprise including one other vegetarian pizza to its menu.

A Hell Pizza advertising and marketing stunt during which a vegetarian pizza was bought with an optionally available bag of tomato sauce infused with animal blood has left some prospects “grossed out”.

Alexandria White,​ a vegan and very long time Hell Pizza buyer from Dunedin, mentioned the brand new marketing campaign made her really feel “betrayed and manipulated”.

White​ mentioned she discovered opening the commercial for a vegetarian pizza with an animal blood sauce “traumatising”.

“It’s method excessive, vulgar and pointless. They are saying they’re making an attempt to be extra moral and plant based mostly, after which they do that… I’ll by no means order from them once more,” White​ mentioned.

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The blood sauce was bought as a promotion for a brand new limited-edition vegetarian Steak and Cheese Pie pizza.


Hell Pizza promotional materials mentioned the blood sauce was included to make sure “meat-loving prospects” didn’t get aggravated at one other vegetarian pizza being added to the menu.

The blood sauce was delivered in a hospital-style blood bag, and made up of tomato sauce infused with beef inventory, and capsules of deer blood.



Hell Pizza made a reputation for itself with its stunts, however for a lot of they depart a foul style.


The promotion gained a blended response on Fb, as some Hell Pizza prospects expressed outrage.

One consumer wrote, “What offers you the correct to place a blood bag in an advert. Immature, and cheesy…..not humorous.”

One other wrote, “Wtf that is so werid (sic). Hells (sic) pizza you’re gross”.

And one other, mentioned, “I like how this appears to have concurrently pissed off vegetarians AND meat eaters for various causes. Nice work!”


Hell Pizza chief government Ben Cumming​ mentioned the brand new marketing campaign had actually sparked lots of debate.

“A part of the aim of the marketing campaign was to get individuals speaking about plant based mostly proteins and sustainable meals choices. We now have been a frontrunner on this discipline and so needed to push the dialogue alongside,” Cumming​ mentioned.

The blood sauce was not as scary because it sounded or appeared, and was actually a chunk of “theatre”, he mentioned.

“Hell Pizza has a repute for doing issues in a different way. We wish to current issues with a little bit of leisure and have a enjoyable method of doing these new merchandise and campaigns.”

Over half the individuals who had ordered the brand new pizza had additionally added the blood sauce, which confirmed many meat-eaters had been making an attempt a vegetarian possibility of pizza, he mentioned.


Orders gave the impression to be closely skewed in direction of meat eaters giving the pizza and sauce a go and making an attempt one thing that they possibly wouldn’t have it weren’t for the advertising and marketing marketing campaign, he mentioned.

Relating to the folks that had been upset on the animal blood sauce, Cumming​ mentioned there would all the time be “a number of folks that loved complaining about issues”.

“We do hope that we don’t lose any vegan or vegetarian prospects, however within the massive image this marketing campaign will help individuals attempt a plant based mostly product for the primary time, that may be a actual constructive factor for us,” he mentioned.


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