HELL and Yarn roll out ‘Doobious’ new pizza and campaign to spark convo about cannabis use
HELL has launched a new campaign via creative agency Yarn for its newest creation Doobious – 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 above), 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.
Creative Agency: Yarn
Media Buying: Sneakers Media
HELL Team: Steph Quantrill, Siang Tay, Queenie Quinn, Josh Drake, Callum Davies
PR: Jacinda Thorn and Hannah Palframan at Thorn PR
Design: Inject