Cannes Lions

HELL PIZZA

BARNES, CATMUR & FRIENDS, Auckland / HELL PIZZA / 2012

Film

Overview

Entries

Credits

Overview

Execution

To let the New Zealand public know about Pizza Roulette we sent out an EDM, used outdoor, POS posters, the world’s longest disclaimer, a web film of a pro sports team trying the challenge, and ran promotions on Facebook. It launched on the 11th of March and the Internet jumped on it.

Outcome

The promotion spread across the web, the initial video has been viewed 250,000 times, Pizza Roulette made the front page of Reddit, was reported on by CNN and spawned countless videos on YouTube as people filmed themselves and their friends trying the product. This led to 17.5% increase in new customers through Pizza Roulette and a 10.5% increase in overall sales March/April 2011 -2012. Sales in milk have also increased considerably.

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