Hell Pizza, a New Zealand pizza company known for its provocative advertising campaigns, worked with Barnes, Catmur & Friends this year to sell Hell Cross Buns as an alternative to the more traditional Easter Hot Cross Buns. The buns, featuring an inverted pentagram, are selling like hot buns at all of Hell’s 66 stores. The promotion was supported by billboards, flyers and online. As could be expected, the campaign was not received warmly in all quarters, with dissatisfaction expressed by a number of religious leaders unhappy with the line, “For a Limited Time, A Bit Like Jesus”. The campaign took an unexpected turn when progressive Anglican church St Matthew in the City erected a billboard in Auckland distancing itself from the boycott sentiment.
The Hell Cross Buns campaign was developed at Barnes, Catmur & Friends, Auckland, by executive creative directors Paul Catmur and Daniel Barnes, art director Crispin Schuberth, copywriter Robert Longuet-Higgins, account director Sally Willis, photographer Sam Mahayni and retoucher Grant Allen at Slice Image Makers.