Hell spruiks free-range range

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Hell Pizza, with a little help from Barnes Catmur & Friends, has launched a new campaign to promote its move to free-range meats.

Creatively, it’s typical Hell hellraising fare. “We just helped out with writing the TV script,” said managing partner/ECD Paul Catmur. “Hell handled the production direct and did their own radio.”

The script was written by Ren Warner and Kat O’Neill, suited by SAM Kylie Marsh.

Earlier this month, Hell began offering “100 percent guaranteed” free-range pizza following changes to its supply of chicken, pork and some products containing eggs.

The campaign includes an animated TVC, produced by Dusk, plus on-demand, in-store, EDMs, social media, radio, online and print executions.

Hell’s new ingredients come from regular suppliers Tegel (chicken) and Harmony (pork).

Hell general manager Ben Cumming says the new range is more expensive to produce – but the price to customers will not change.

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