It’s pretty tough to tell the difference between real beef and the plant-based “beef” on Hell Pizza’s new Impossible Burger Pizza. So we created a launch campaign that challenged Kiwis to see if they could see through the disguise.

First, radio and outdoor ads were disguised as some of the nation’s most recognisable and long-standing ads.

Then we encouraged Kiwis to take the ‘Impossible Burger Pizza Challenge’, which put them to the test to see if they could guess if their pizza had been topped with real beef or the new plant-based Impossible™ Beef.