Heat on Hell Pizza over shock tactics 

An Auckland family is calling for a boycott of Hell Pizza over what it says is another cheap and nasty ad campaign.

The pizza company is pushing a special meal deal that apparently comes with a Thai massage.

But some say the promotion is demeaning and the company needs to be held accountable for its shock tactics.

The flyer for the meal deal features a scantly clad Asian woman, who's supposedly advertising the promotional extra - a Thai massage.

It is this flyer which has got Paul Jones, his Thai wife and his two daughters upset, as he says it portrays Thai women as being cheap.

Read the flyer closely and there is a disclaimer saying you can't actually get the massage, but even so they all find it highly offensive.

The family believes the flyer is intestinally offensive to boost the pizza company's profile, but they say it has gone beyond a joke.

The company's email response to the Jones's complaint says "Our intention was to poke fun at the current economic climate and the large discounts in the market rather than any group. This was not intended to be offensive. We unreservedly apologise if you interpreted it differently."

The Jones family say they are off hell pizza and it hopes the bad taste will see others follow.