Media Release
Thursday 17 March, 2016
HELL Pizza Roulette is back!
HELL intends to light up more than the 20 candles on its birthday cake this year. The company is reigniting its most
successful promotion ever – Pizza Roulette – to help celebrate its 20-year anniversary.
Those brave enough to play will request a random slice of their pizza be laced with Blair’s 3AM sauce, which boasts a
two million Scoville heat rating – more than 250 times hotter than the hottest Tabasco.
“Pizza Roulette is best played with mates you don’t mind seeing suffer,” says HELL general manager Ben Cumming. “It
doesn’t cost any extra, but someone will pay! It’s a truly memorable experience for everyone – mostly the victim.”
For those who think two million Scovilles to the back of the neck is a cake walk, their challenge is to try and hide the
heat if they get it.
“Anyone who can handle that heat without giving the game away is a true legend, and their mates should consider whether
or not to let them play next time,” says Cumming.
Record burning
First launched in 2012, Pizza Roulette is HELL’s most successful campaign to date, having been played over 44,000 times.
“In 2012 Pizza Roulette lead to what was then our biggest single day of sales ever and drove a 17% increase in new
customers,” said Cumming. “Our key focus is to keep our product innovative and engaging, because we know that’s what our
customers expect of us – anyone can make cheap pizza; we want ours to be memorable.
“The great thing about the Roulette concept is that it doesn’t cost the customer any extra but adds a significant level
of anticipation to their HELL experience. It’s an experience widely shared through social media as mates challenge each
other, and it’s got great talkability, which keeps HELL front of mind.”
International recognition
The first Pizza Roulette marketing campaign was such a scorching success that HELL blazed into international headlines.
Stories appeared in a range of news outlets including CNN, TIME and The New York Times. Not only that, it prompted copycat campaigns in the form of food giant Nandos’ ‘Wing Roulette’ in Australia, and
Doritos Roulette in the UK, which featured packets interspersed with extra spicy chips.
Pizza Roulette starts nationwide at HELL’s 66 stores from Friday 18 March.
ends