--- title: Dead Rabbit Pizza Billboard by Hell Pizza in New Zealand description: Controversial New Zealand billboard for rabbit pizza is made out of dead rabbits. canonical: https://time.com/63363/this-billboard-for-rabbit-pizza-is-made-from-dead-rabbits/ author: Olivia B. Waxman article:opinion: false article:content_tier: free article:published_time: 2014-04-15T19:45:59.000Z article:modified_time: 2026-04-13T07:08:48.601Z og:title: This Billboard for Rabbit Pizza Is Made from Dead Rabbits og:description: New Zealand's Hell Pizza is known for saucy marketing campaigns og:url: https://time.com/63363/this-billboard-for-rabbit-pizza-is-made-from-dead-rabbits/ og:site_name: TIME og:image: https://static.time.com/v3/assets/bltea6093859af6183b/bltde093bcdab65f2d0/6988d9b9bc6cfc69913e2a3c/time-logo.jpg?branch=production og:image:width: 1200 og:image:height: 675 og:image:alt: TIME og:type: article twitter:card: summary_large_image twitter:title: This Billboard for Rabbit Pizza Is Made from Dead Rabbits twitter:description: New Zealand's Hell Pizza is known for saucy marketing campaigns twitter:image: https://static.time.com/v3/assets/bltea6093859af6183b/bltde093bcdab65f2d0/6988d9b9bc6cfc69913e2a3c/time-logo.jpg?branch=production --- # This Billboard for Rabbit Pizza Is Made from Dead Rabbits > Sponsored content. 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Waxman Staff Writer Apr 15, 2014 7:45 PM UTC In the walk-up to Easter this weekend, New Zealand pizza chain Hell Pizza, known for its saucy marketing campaigns, has put up a billboard that has stirred controversy among animal rights activists because it is covered in rabbit pelts. Boasting the tagline “Made from real rabbit. Like this billboard,” the sign advertises a new pie with “smoked wild NZ rabbit, toasted pine nuts, beetroot & horopito relish, cream cheese, rosemary & garnished with fresh spring onions.” A debate about the appropriateness of the ad is unfolding on [Hell Pizza’s Facebook page](https://www.facebook.com/hellpizza), where critics say the sign represents animal cruelty and poor taste in general, with the [New Zealand Vegetarian Society](https://www.facebook.com/photo.php?fbid=10152286055027225&set=a.119635667224.90799.43522837224&type=1&comment%5Fid=11649737&offset=0&total%5Fcomments=473) calling the sign “deplorable”, while another commenter added, “Excuse me but Easter is a celebration of life. Please explain how your billboard and new pizza shows this?” The chain posted this clarification on Facebook, defending the billboard’s material by arguing that rabbits are “pests”: The rabbit pizza ad is Hell Pizza’s latest provocative marketing stunt. In the past, the company has mailed out [condoms](http://www.nzherald.co.nz/nz/news/article.cfm?c%5Fid=1&objectid=10408899) as part of a promotion for its “Lust” pizza and [bought](http://www.huffingtonpost.com/2008/07/03/hell-pizza-walter-scott-2%5Fn%5F110687.html) a man’s soul. ```json [{"@context":"https://schema.org","@type":"NewsArticle","@id":"https://time.com/63363/this-billboard-for-rabbit-pizza-is-made-from-dead-rabbits/","mainEntityOfPage":{"@type":"WebPage","@id":"https://time.com/63363/this-billboard-for-rabbit-pizza-is-made-from-dead-rabbits/"},"headline":"This Billboard for Rabbit Pizza Is Made from Dead Rabbits","datePublished":"2014-04-15T19:45:59.000Z","dateModified":"2026-04-13T07:08:48.601Z","description":"A hare-raising stunt","url":"https://time.com/63363/this-billboard-for-rabbit-pizza-is-made-from-dead-rabbits/","keywords":["Newsfeed","Food & Drink"],"thumbnailUrl":"","author":[{"@type":"Person","name":"Olivia B. 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