HELL celebrates its 13th birthday on Black Friday

Media Release Black Friday (13.03.09)

HELL celebrates its 13th birthday on Black Friday … unlucky for some!

On the 13th day of March 1996, HELL was unleashed on Wellington in the form of a gourmet pizza company. Since then the company has expanded to over 63 stores nationwide and is headed for world domination with stores in Australia and the United Kingdom.

As well as their pizzas giving oral pleasure for the last 13 years, HELL has never been afraid to make a statement. With campaigns including the Pope, Hitler, Shappelle Corby, their Lust pizza and condoms, Thai Massages and the tribute to Sir Edmund Hillary – HELL has always strived to push boundaries to ensure they have fun in doing what it is they do best. After all, there’s no point running a boring business.

According to The Head of HELL Colin Mellar, it is this approach that is at the essence of the brand. “We’re not trying to be controversial; if it makes us laugh then it will make others laugh. Our customers love seeing us having a bit of fun. After 13 years no one has been offended by that,” Mellar says.

HELL’s 13th birthday is clearly an opportunity to get up to some more mischief.

They are celebrating this momentous occasion with yet another devious campaign, this time giving away $13,000. Traditionally a day for the unlucky, Friday 13th could be the start of good fortune for some lucky winner. For the next 4 weeks, not only can you get their pizzas for $13 (if you know how), but all customers who purchase HELL will enter the “13 Black” competition for their chance to win nearly half a million dollars.

Drawn on Monday 13th April, the lucky winner will receive $13,000 cash in a black briefcase. HELL will immediately take them to SkyCity Auckland where they have to place the entire $13,000 on 13 black for one spin of the roulette wheel. If they’re lucky they’ll walk away with $455,000 and a trip for two to Sin City, Las Vegas. If they lose, it’s not so bad; HELL will still give them the trip to Vegas and $1,300 cash to spend.

“For 13 years HELL has embraced the very personality that has made us loved by so many pizza eaters. 13 Black celebrates this fun and escapism. If it’s a lucky 13 we are going to make someone’s day hellishly good and if not they’re still get to go on one hell of a ride to Sin City, Las Vegas,” says Mellar.

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