Hell and Yarn roll out ‘Doobious’ new pizza and campaign to spark convo about cannabis use
To launch the new Doobious pizza, HELL recently lit up Auckland’s iconic K’ Rd with a head-turning hydroponic installation created by indie creative agency Yarn.
Fitted out with UV lighting, reflective film, ventilation ducting, and rows of suspicious-looking herbs, the outdoor installation generated plenty of buzz from onlookers and has become a striking visual spectacle to promote the new product offering.
Developed by Yarn in collaboration with Sneakers Media, Shout Media, Inject Design and Thorn PR, the campaign taps directly into the culture of HELL’s audience and lives up the brand’s disruptive legacy.
Says Matt Sellars, Co-ECD & Partner at Yarn: “There was a very fitting odour in the air as the Doobious installation bathed K’ Road under a tantalising purple glow. From product conception to campaign execution, this has been an epic collaborative project that we’re excited to see spark up some lively conversations about the green stuff. Sage and oregano, that is.”
Doobious is a pizza that comes with its own custom grinder and a baggie of dried herbs – and a message that cannabis use is evolving in Aotearoa, but the stigma hasn’t. Doobious is topped with Kiwi farmed free-range pulled pork, crispy onion rings, and a BBQ and chipotle sauce. The baggie of dried sage and oregano is designed to be freshly ground and sprinkled on top.
Josh Drake (pictured below), HELL CEO, says Doobious reflects the fact that while more Kiwis are using cannabis medicinally, the stigma around it hasn’t gone up in smoke: “Five years ago, Kiwis narrowly voted ‘no’ to legalising cannabis. Since then, medicinal use has skyrocketed, but many people still hide their use on the down low because, as a nation, we don’t know how to talk about it.
“There’s a massive disconnect for Kiwis using medicinal cannabis that’s worth highlighting. Medicinal use is legal, but more than half of medicinal users haven’t asked for a prescription. Mostly because it’s too expensive or because they think their doctor would turn them down.”
Beyond medicinal use, cannabis remains the most commonly used illicit drug in Aotearoa, and use continues to increase across all age groups, including among those aged over 55, with a sharp increase in reported ‘at least weekly’ use among women. The majority of people who responded to the most recent annual NZ Drug Trends survey also support a regulated cannabis market – or decriminalising it – over the status quo.
Drake says that, like the edible herbs on Doobious, New Zealand is known as one of the best places in the world to grow cannabis, yet the local medical industry struggles with high costs and strict regulations, despite the medicinal benefits: “People use cannabis to manage everything from the side effects of chemotherapy, the pain of endometriosis, epilepsy, to insomnia and sports injuries; but those who buy it illegally do so because prescription products are out of reach. Meanwhile, domestic medical-grade growers export overseas because the local market is so hard to navigate.
“In launching Doobious, we’re not saying pizza should be part of drug reform… but maybe it will kickstart a much overdue conversation about medicinal cannabis and its place in our society.”
Doobious is available from today until sold out, with just 5,000 custom HELL herb grinders up for grabs. A Doobious double costs $28.50, and a snack size $15.
Client: HELL Pizza
Founder: Callum Davies
CEO: Josh Drake
Marketing Director: Stephanie Quantrill
Marketing Manager: Siang Tay
Marketing Executive: Queenie Qin
Creative Agency: Yarn
CEO: Heath Davy
Executive Creative Directors: Matt Sellars, Rich Robson
Creatives: Oscar Randle, Joachim Pearson
Designers: Lucie Blaze
Design: Inject
Creative Director: Harry A’Court, Creative Director
Studio Manager: Kim Annear, Studio Manager
Graphic Designer/Illustrator: Nick Jones,
Graphic Designer: Eli Coleman
PR Agency: Thorn PR
Jacinda Thorn: General Manager
Hannah Palframan: PR Consultant
Media Agency: Sneakers Media
1 Comment
It’s norhing to do with what weed does to you. The captains of industry invested hard into lumber and the paper industry so the blaming of Mexicans for bringing on the devils weed was also part of a propaganda exercise deliberarely used at the time to blame mexicans for trying to corrupt America from within.. first they steal jobs, now they bring the devils lettuce in. Such an easy way to turn white americans against the many hard working mexican immigrants coming in. So let’s use this angle to ban hemp so we have total control over most of the US Industry. If people would only do their own research they wouls soon learn that half the stuff they are told is nothing but lies to suit past or present finacial or political agendas. They gave too much power to the powers that be, now they own history