'Embarrassing Publicity Stunt': Twitter Split as NZ Pizza Chain Tells Greta Thunberg to 'Go to Hell'

Greta Thunberg made headlines in September when she slammed New Zealand Prime Minister Jacinda Arden for "not doing anything" about climate change in an interview for the Guardian. The teenager had also tweeted that the nation was one "of the worst performers" regarding emissions.

New Zealand company Hell Pizza has targeted environmentalist Greta Thunberg, placing billboards in her hometown of Stockholm, Sweden, telling the iconic eco-activist teen to “go to hell”.

Hell Pizza tells Greta Thunberg 'go to Hell' in controversial campaign https://t.co/c9QehIvMTq

— Newshub (@NewshubNZ) October 5, 2021

The tongue-in-cheek message by the fast food outlet has been interpreted as more of an invitation to the 18-year-old than a slur. Hell Pizza has been touting its commitment to 100 percent carbon neutral pizza deliveries in New Zealand, writes the New Zealand Herald. The measures include using 330ml glass Coca Cola bottles instead of plastic, renewable energy within stores, sourcing more than 95 percent of food and materials within Aotearoa, and hoping to eventually have an electric fleet of delivery vehicles crisscrossing the country.

According to Hell Pizza CEO Ben Cumming, he hoped that Thunberg and her 5 million Twitter followers would approve of the company’s effort.

“We agree that there's been a lot of blah, blah, blah lately about tackling global warming…That's why the team at Hell Pizza here in New Zealand have been putting more effort into taking action, rather than adding to the global inferno of empty promises,” wrote Hell Pizza in a statement.

It added that it hoped to encourage other businesses to similarly embark upon a “sustainable journey now, not in the year 20 whatever”. The company statement also said they had tried to secure a similar large billboard in Thunberg's hometown of Stockholm, "but the joke was missed" and the advertisement was rejected as too “offensive”.

Thunberg has not yet publicly responded to the invitation from the food outlet. However, netozens were quick to offer they opinions. Some slammed it as an “embarrassing publicity stunt”.

Embarrassing publicity stunt. Might have flown if most of the story wasn't about what they "plan" to do. Not one of your better efforts Hells.

— Jon Harvey (@jont14) October 5, 2021

Dear Hell Pizza,

Bye bye.

— Econgrad (@Econgrad5143) October 5, 2021

I applaud Hell's attempts to be less destructive for the climate, but ugh, sack your marketing manager.

— MrsAnchovy (@anchovy_mrs) October 5, 2021

Others on social media commended the company for its efforts to “go green”.

Yeah, pretty cool that Hell's making such an effort to go green.

— ldc 🍉 (@ldcp_) October 5, 2021

👏🏻 well done @HELLpizza666

Clever, funny and provocative.

Outrage seekers will have a field day with this one ))

— Common Sense Ape 🙊 (@r_common_sense) October 5, 2021

Others on Twitter weighed in on the ecowarrior who they believed has “built a career criticising people, companies, and countries in public”.

Good. She's an adult now, so we don't have to patronize her precocious tattle.

— Elizabeth Brown (@Elizabe56183677) October 5, 2021

This is what we should all do, she has no qualifications to lecture anyone on anything Bla Bla Bla

— Katie (@Katie23626427) October 5, 2021

Good job Hell. It didn't cost you a cent as the billboard was rejected, and now you get free publicity.
Greta is a high profile 18yo grown woman who is now building a career criticising people, companies, and countries in public. She takes herself too seriously. She is fair game.

— Simon Graham (@SimonGrahamNZ) October 5, 2021

She needs a life and a boyfriend and decent parents not trying to make money from their daughter

— stevie (@sel2702) October 5, 2021

This comes as last month Greta Thunberg aimed a broadside at New Zealand Prime Minister Jacinda Ardern, saying the country and its leaders have failed to do anything to tackle the climate crisis.

"New Zealand is one of the world’s worst performers on emission increases. Its emissions rose by 57% between 1990 and 2018 – the second greatest increase of all industrialised countries." writes The Guardian.https://t.co/z8aa58eVul

— Greta Thunberg (@GretaThunberg) August 7, 2021

The Guardian asked the teen in an interview if Ardern, who recently underscored that the climate crisis was a matter of "life or death", could be applauded for her efforts. Thunberg said it was "funny" that "people believe Jacinda Ardern and people like that are climate leaders". Earlier still, Thunberg singled out New Zealand as "one of the world's worst performers on emission increases".