‘Fake Meat’ Pizza Stunt Gets Beef For Deceiving Customers About Ingredient
By Yimin Huang, 29 Jun 2019
Hell Pizza from New Zealand launched a curious ‘Burger Pizza’ last Friday, claiming that it featured a “medium rare burger patty” as a topping. However, the “meat” turned out to be plant-based patties from Beyond Meat.
The chain only revealed the truth on Thursday, after about 3,000 pizzas were already sold. Many furious customers have since commented on Hell Pizza’s Facebook page, criticizing the company for being dishonest with its advertising. They also stressed that people with allergies to certain vegetables could even run into health risks as a result of the stunt.
One sobering response read, “Not impressed. Having a son with six allergies and intolerances, I would be furious if someone decided to fool me on what I ate.”
On the other end of the spectrum, customers have praised Hell Pizza for encouraging people to be open-minded towards meatless pizzas, even hoping the plant-based addition “sticks around the menu for a while.”
The situation could escalate, according to marketing lawyer Rae Nield, as Hell Pizza might have breached the Fair Trading Act that protects customers from being misled.
Mr Ben Cumming, the general manager of Hell Pizza, argues that calling the product “burger patties” can be left up to the customers’ own interpretation, and does not think the campaign was a breach of the Act.
However, he did update the chain’s website to refer to the ingredients as “medium rare Beyond Meat Burger" patties instead.
The Burger Pizza!
Were you one of the 3,000 people who’ve been completely fooled by our Burger Pizza? Featuring a delicious Beyond Meat ‘medium-rare’ burger patty, tasting just like the real thing, we’ve been blown away by your responses: Tastes just like meat ✔️, unfazed to eat a plant-based pizza ✔️, Would buy again ✔️.Posted by Hell Pizza on Wednesday, June 26, 2019
If you’re keen to try our Burger Pizza you better be quick! It's only in-store for a very limited time!
[via BBC, cover image via Hell Pizza]
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