A campaign to deliver fireworks directly to customers has resulted in record sales for the third time in 12 months for Hell Pizza.

Weekly sales increased by 31 per cent compared with the same week last year, as 35,000kg of exclusive Hellfire explosives were delivered to nearly 5000 customers.

The week of the fireworks campaign coincided with the company’s Helloween promotion, leading to the best ever sales week, Ben Cumming, Hell GM, said.

“This year’s been fantastic for Hell – so far sales are up 8.2 per cent ahead of last year and we’ve had over 200 franchisee applications, a 150% increase,” Cumming said.

He said while the selling of fireworks was a new challenge for the company, franchisees worked together and the campaign was a success.

Cumming said that the success was attributed to an unprecedented level of staff training, working with NZ Police to produce a safety leaflet, and an online policy around safety that customers had to read and accept.