Hell Pizza is launching a new AfterLife Pay campaign through Yarn – where customers don’t have to pay for their pizza until they’re… dead
As heat rises over “Buy Now, Pay Later” schemes trapping growing numbers of Kiwis in spirals of debt, HELL and Yarn have launched AfterLife Pay, where customers don’t have to pay for their pizza until they are… dead.
Initially launched on a trial basis in New Zealand and Australia, a select number of customers will be asked to sign a legally binding amendment to their will, allowing the full cost of their pizza to be collected upon death, with no late fees or penalties.
Ben Cumming, CEO of HELL, said, “We’re seeing more people using the programs to buy essentials like food, and we think that’s going too far when you ask fast-food restaurants like ours. to offer ‘Buy now, pay later’ for what is seen as a treat – especially considering people are behind in their payments and 10.5% of loans in New Zealand are in arrears.
“This is a step Hell Pizza is taking to promote fiscal responsibility to our customers by taking a stand against these schemes with our business.”
WATCH THE MOVIE
The campaign created by independent creative agency Yarn has already resonated across Australasia, making headlines and fueling much debate on social media.
Just hours after the launch of the new payment system, HELL Pizza was also inundated with thousands of customers eager to sign up for the trial at https://afterlife.hellpizza.nz/ and happily leave their debt in their succession.
Matt Sellars and Rich Robson, Executive Creative Directors of Yarn, said: “It has been a pleasure to share this campaign among the living, knowing that it may not reach its full potential until the afterlife.
“We once again commend Ben, Siang, Callum, and the team at Hell Pizza for wearing their mark on their sleeves and standing up for what they believe in.”
Just this week, the Australian Federal Government announced that it would regulate the “Buy Now, Pay Later” industry to prevent financial abuse by loan schemes. However, although the New Zealand government has announced that it will also regulate the industry – applying the Credit Agreements and Consumer Finance Act 2003 to the sector – final regulations have yet to be confirmed, including the proposal that accessibility assessments would only be done for purchases that are $600 or more.
“A Consumer NZ survey describes the schemes as ‘addictive’ and says getting approved is easier than getting a credit card – when you add the late fees and penalties, people can get into debt fast. We don’t think people should do this for their pizza – we’d rather they buy HELL within their financial means”.
Ben Cumming says pizza is one of life’s simple joys, and AfterLife Pay means people can get their fix without having to dip into the bank account immediately: “AfterLife Pay is a lightweight campaign that reinforces the position of HELL about buy now, pay later. programs – you can have your pizza and eat it too without pesky late fees or penalties.
Customer: Hell’s Pizza
CEO: Ben Cumming
Founder: Callum Davies
Marketing Manager: Siang Tay
CEO: Heath Davy
Executive Creative Directors: Matt Sellars and Rich Robson
Creatives: Crystal Hay and Michael Gillard-Allen
Producer/Director: Trish Phelan
Cinematographer: Dan Frost
Editor: Kat Kasajima
Editing: Denny Monk
PR: Thorn PR
Jacinda Thorn: Executive Director
Sadie Beckman: Senior Media Advisor
Hannah Palframan: Public Relations Consultant