Hell Pizza has long been known for pushing the boundaries and giving people something to talk about - and this bloody controversial pizza was no different.

Inspired by the humble Kiwi classic Steak and Cheese pie, the team at Hell achieved the unthinkable by creating a new limited-edition vegetarian Steak and Cheese Pie pizza.

Keen to avoid a blood bath, Hell set out to ensure their meat-loving customers didn’t feel their blood boil at the news of the vegetarian pizza, with the launch of an optional condiment to accompany the new steak and cheese flavoured offering: To-Meat-O Sauce.

We spread the news of the freaky pizza to media across the country, landing coverage on Mediaworks’ digital channels, Stuff, Newshub, and across radio broadcast outlets, leading to some consumers’ blood boiling.

Our meat-free send-out also lit up social channels with dozens of influencers sharing the devilish treat with their followers…. And causing the pizza to sell out in a short three weeks.

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