Eating rabbits isn’t a real Easter tradition, but that hasn’t stopped Hell Pizza from adding rabbit pizza to their menu this year. And that’s not even the strange part of this story. What’s really unusual is their marketing strategy. The New Zealand based pizza chain has put up billboards completely covered with real rabbit hides. The posters read: ‘New for Easter. Rabbit Pizza. Made from Real Rabbit. Like this Billboard’.
If you find that gross, you aren’t alone. The restaurant has been receiving severe backlash from locals ever since the billboards went up at multiple locations. But the folks at Hell Pizza are totally unapologetic. They’ve defended their PR stunt on their Facebook page: “As well as being a delicious meat, and even quite cute, rabbits are unfortunately also a noted pest that is damaging to the New Zealand environment, particularly in the South Island.”
General manager Ben Cumming called rabbit meat one of the healthiest meats in the world. “Eating rabbit meat isn’t just environmentally sustainable – it’s actually helping to reduce pests,” he said. “It has a beautiful, subtle flavor and is a great match for the other ingredients on the pizza. You get chunks of the smoky rabbit flavor complimented by sweet and slightly spicy beetroot and horopito relish, then bursts of cream cheese and toasted pine nuts which linger on the taste buds afterwards. We think it’s going to go down really well.”