HELL Pizza: When likability isn’t always the goal

When HELL’s leadership realised it was time for a more strategic approach, they brought in fractional marketer Stephanie Quantrill. Her background in big corporate settings meant she understood the power of data and consumer insights, even for a brand that loves to push boundaries. Steph recalls stepping into the role and developing a plan for HELL to channel a significant budget into a new creative platform called Worth Going to Hell For, featuring a custom-built ventriloquist puppet. The concept was classic Hell: bold, irreverent, and guaranteed to grab attention.

“All of the stuff [HELL] did worked… until it didn’t,” Steph says, describing the brand’s history of successful stunts that kept the brand top of mind, but had not broadened appeal to a wider audience. While the distinctive edge remained, there was a missing link between public awareness and repeat purchasing. Steph’s solution was to test the new campaign via Ideally before final production, allowing the team to confirm whether it would resonate with consumers for more than a split second of shock value.

Early results revealed that Worth Going to Hell For scored remarkably high on brand fit and distinctiveness. People paid attention, and they immediately associated the puppet with HELL Pizza’s unique personality. However, overall likability was lower. Instead of panicking, the team leaned into it.