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AUCKLAND, Wednesday: North Shore indie creative shop Hello has devised a campaign to introduce Hell’s Impossible Burger Pizza to its menu, featuring plant-based beef from the US brand Impossible Foods.

Hell marketing manager Siang Tay said: “To prove just how unbelievably meaty it is, Yarn has developed the Impossible Burger Pizza Challenge that tests whether people can see through the meaty disguise and guess if their pizza has been topped with real beef or the new plant-based Impossible Beef.

“As the alternative meat market continues to grow, products like Impossible continue to up the game in providing something that tastes like the real deal.

“The campaign is supported by billboards, radio, and digital ads, ‘humorously’ disguised as well known brands.”

“If they can’t tell the difference, then maybe it’s time they considered choosing a meat-free alternative more regularly. The planet will thank them for it.”

Yarn creative partners Matt Sellars and Rich Robson said: “Plenty of campaigns have played in the space of telling people they won’t know the difference between beef and meat substitutes, but usually don’t live up to the promise.

“So it’s great to give Kiwis a fun way to really put their meaty taste buds to the test.

“The campaign is supported by billboards, radio and digital ads, which are also humorously disguised as some of the country’s most well known brands.

“Well, for now at least.”


Client: Hell Pizza
CEO: Ben Cumming
Founder: Callum Davies
Marketing Manager: Siang Tay

Creative / Production Agency: Yarn
Managing Partner: Heath Davy
Creative Partners: Rich Robson & Matt Sellars
Creatives: Luke Roxburgh & Robyn Ramsay
Designer: Ben Bartels, Caroline Wilkie
Retoucher: Denny Monk
Web Developer: Wild Labs
Sound: Radiate Studios
Outdoor Media: Lumo
PR Agency: Thorn PR – Jacinda Thorn, Sadie Beckman

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