Hell Pizza burning up!!

Hell Pizza, a joint in Auckland, New Zealand faced controversy with its ad campaign in 2009. The campaign was for their new gluten free brownies and their tag line is " At least our brownies won't eat your pet dog." This tag line referred to the Tongan man, Paea Taufa, who made headlines in the news for barbecuing his pitbull terrier earlier.

The people who came up with the idea of having billboards advertised across Auckland with this tag line and a picture of a man eating a brownie were four 19-yr. old advertising students. Hell Pizza's spokesman Matt Blomfield said, "“Basically what’s happened is we’ve handed the reins over to some kids and letting them come up with ideas and we’ll see how far they push it.” Having a younger crowd behind the advertising campaign ideas might prove beneficial because it is them who are part of the targeted market. It would probably increase their potential customer base by targeting youth with brownies, which most teens enjoy. On the other hand, it is arguable that they might lack experience and knowledge and would not be familiar with the fact that the campaign slogan might be offensive.

NZHeraldTV interviewed people on the street and out of those interviewed, some said that it was a little too harsh while others admitted that it was understandable and that they saw the humour in it. Socialist Aotearoa, an anti-racist group lauched a boycott against the store and picketed and blocked the store.

Hell Pizza has been the center of major controversial issues for a long time, one of which was in 2006. In 2006, Hell Pizza promoted its pizzas by mailing out 170,000 free condoms with instructions on how to use them. This was done to promote their campaign for what they called their "Lust Pizza". A Catholic church boycotted the company after finding out about their campaign. Hell Pizza was sued for breaching standards of decency and social responsibility."

It is bold of Hell Pizza to promote an ad campaign that would clearly cause controversy amongst individuals which in a weird way boosts their brand name. They would be well known which might actually work in their favour and boosts their profits and help increase their customer base. Nobody can predict the results of controversial advertising and its those companies who take risks that end up on top.

This is a video of what the billboard looked like and the interviews of people walking by it on the street.