Hell’s Pizza Promotes it’s Easter Offering in a Rather Unusual Way

In Featured on App, Marketing and Sales by Vaughn Highfield

Rabbit, Hell, Pizza, Billboard, Easter

Easter bunnies were probably harmed in the making of this ad

A restaurant in New Zealand has decided that the best way to advertise it’s Easter special Rabbit Pizza is to erect a billboard showing it off.

No surprise there then. However, to ensure it stood out against the humdrum of normal life, Hell’s Pizza thought it’d be best to produce it entirely out of rabbit fur from culled rabbits in New Zealand.

The billboard reads “New for Easter, Rabbit Pizza, Made from Real Rabbit. Like this Billboard”

Yes, that’s right. A billboard ad made entirely from rabbit.

The restaurant has been receiving severe backlash for its actions from local residents ever since it erected these billboards all around town. And I’m sure that they can’t smell too good when caught baking in the sun.

Hell’s Pizza defended it’s actions with a statement on it’s Facebook page, saying “As well as being a delicious meat, and even quite cute, rabbits are unfortunately a noted pest that is damaging to the New Zealand environment, particularly in the South Island.”

General Manager Ben Cumming also elaborated by saying that “eating rabbit meat isn’t just environmentally sustainable – it’s actually helping to reduce pests. It has a beautiful, subtle flavour and is a great match for the other ingredients on the pizza. You get chunks of the smoky rabbit flavour, complimented by sweet and slightly spicy beetroot and horopito relish, then bursts of cream cheese and toasted pine nuts, which linger on the taste buds afterwards. We think it’s going to go down really well.”

It’s also worth noting that, while rabbits are a pest in the region, the pelts on the advert were actually ethically sourced. “For those who are concerned, we sourced these rabbit skins via a professional tanning company, who in turn sourced them from local meat processing companies where skins are a regular by-product,” the company explained.

Still, the stunt has worked and people are talking about Hell Pizza again.

After all, what says Easter better than a dead rabbit?