A bold new brand platform for the nation’s most iconic gourmet pizza chain.

HELL has a legacy of dark, irreverent marketing, but they needed an enduring platform to capture the deeper meaning of the brand.

For the first time in its 25-year history, ‘Worth Going to HELL for’ brings everything the brand  stands for under one banner—its uncompromising attitude, bold menu packed with premium ingredients, real impact through charity support, and a fearless stance on issues worth speaking up about.

Leading the charge is a ventriloquist puppet—HELL’s new mouthpiece—unafraid to challenge the status quo and say what everyone else is too scared to.