As a young-at-heart and fun-loving Kiwi-owned business, HELL loves to see young New Zealanders doing well. So when we hear about kids having a tough time, we’ll try to make a difference wherever we can.


That’s why Satan’s Little Helper was sent on his quest to cut a break for good young souls struck down by the big guy in the sky.


We also know there are many others out there fighting the good fight, and so we’ve launched Satan’s Biggest Little Helper to recognise under-23-year-olds going above and beyond to help create a better future for others.


If you know of any under-18s worthy of un-divine intervention, or would like to recognise the hard toil of an under 23-year-old who’s gone the extra mile, nominate them now and SLH will see what he can do to help and support them.

NOMINATE someone for Satan’s Little Helper’s Services Click Here


  • A whirlwind adventure

    Family life was turned upside down for Skyla Jenkins-Ruhl three years ago, when her younger brother Luca was born with a life-changing birth defect and she subsequently lost her father. To give the family a chance to enjoy some quality time together, Satan’s Little Helper organised an unforgettable experience along the Huka Falls.


    Luca was born with gastroschisis, a birth defect of the abdominal wall in which the intestines protrude outside the body.


    Due to his condition, Luca spent the first 14 months of his life in Waikato Hospital. He had his first surgery at only nine hours old and has since had another seven!


    As if this wasn’t hard enough, the family endured the devastating loss of Skyla’s birth father in the same year, which grandmother Karen says was a testing time for them all.


    “The family has been through so much in the past few years,” says Karen. “I nominated Skyla because she has been the best big sister and daughter; she’s been so patient and understanding.”


    “She’s always helping her brother, playing with him and doing whatever she can to keep him happy – I thought she deserved some attention and recognition.”


    Karen says due to Luca’s condition, Skyla was often separated from her parents while they stayed in hospital in Auckland to look after him.


    Moved by the family’s situation, Satan’s Little Helper wanted to give them all an experience to share. What better way to do that in Taupo than to treat them to an amazing jet boat ride!


    “Skyla is a little adventurer and absolutely loves the outdoors, so the Huka Falls experience was perfect – they all had a blast,” says Karen.


    “2016 took its toll on all of us, but it’s nice to see the family bouncing back and doing more things together again, especially with the birth of a new baby girl – Jayde.”

    Read More +
  • Mayor of Gisborne offers local teen a slice of advice

    16-year-old entrepreneur Oliver Lodewyk got more than he bargained for as a nominee of HELL Pizza’s Satan’s Little Helper scheme – first-hand business advice from the mayor himself.



    Oliver is the youngest of only four people in New Zealand afflicted with an extremely rare genetic disorder called Morquio Syndrome – a disease that has left him paralysed from the neck down, confined to a wheelchair and severely impacted in his ability to lead a normal life.


    Undeterred, Oliver runs his own candy floss business out of his family’s home in Gisborne and ships his wares all over the country.


    The challenges he has faced throughout his life, combined with his determination and ‘can do’ attitude, make him a perfect candidate for support from Satan’s Little Helper (SLH). The scheme was set up by HELL in 2013 to give a helping hand to Kiwi youths going through a tough time and has provided assistance and life-affirming experiences for hundreds of nominees.


    After Oliver’s mum, Rachel, nominated her son and told his story to SLH, the team at HELL were keen to help.


    “Stories like Oliver’s are exactly why we set up Satan’s Little Helper in the first place,” said HELL general manager Ben Cumming. “Our goal is to make a meaningful difference in the lives of disadvantaged Kiwi youths who deserve a break.


    “Rachel asked us for some help with business coaching to help develop and encourage Oliver’s entrepreneurial spirit. That’s exactly the form of assistance we look to give nominees, and we immediately identified Oliver as a worthy candidate.”


    In its search for a business coach in the Gisborne area, HELL was directed to the mayor’s office.   


    “Mayor Foon responded very positively to our enquiry,” said Ben. “He is an experienced and successful businessman, with a strong commitment to his local community. It’s great to have him on board.”


    “When I nominated Oliver to Satan’s Little Helper asking for help with business coaching, I wasn’t expecting that to be with the mayor!” said Rachel. “Oliver and I are both very excited and slightly overwhelmed.

    “It’s awesome to see him growing in confidence through being involved with the candy floss business, and ultimately engaging with the community. It can be very difficult for someone with a disability like his to feel involved, so I hope his story helps to encourage others in a similar situation to break those social barriers.

    “Oliver would love to use his story as a platform to help others.”

    Read More +
  • 14-year-old Cantabrian wins Satan’s Biggest Little Helper Award

    West Melton’s Maddie Collins has been named Satan’s Biggest Little Helper for 2018 for her initiative in making pillowslips for fellow patients of Starship Hospital and the children’s ward of Christchurch Hospital. Over an eight-year period, while battling a rare kidney disease, Maddie made over 1,000 patterened pillowslips to help brighten the lives of other kids going through hell.  


    To recognise her achievement, HELL invited Maddie and her mother Sarah to Wellington for an all-expenses paid trip, including one night’s stay at the QT Museum Hotel and tickets to the invite-only, HELL-sponsored final dress rehearsal of the Jim Henson Retrospectacle.


    The award presentation took place at the Museum Hotel, followed by High Tea. Presenting on behalf of the HELL team, HELL marketing manager Jason Buckley said they were all very proud of Maddie and described her as a worthy winner.


    “Maddie was an incredibly worthy winner of Satan’s Biggest Little Helper this year,” said Buckley. “She has shown creativity, dedication and community spirit, even while battling with her own condition.”


    The inaugural SBLH award was established in 2017 on the back of HELL’s Satan’s Little Helper (SLH) programme, which has been running since 2013 with the aim of giving a ‘boost’ to Kiwi youth “who are going through or have been through hell”.


    “In the course of receiving SLH nominations from friends or relatives of young Kiwis having a rough time, some exceptional individuals came to our attention,” said HELL general manager Ben Cumming. “We realised that there are a number of young people out there going above and beyond to make a difference in the lives of others, some of them even while facing difficulties of their own.


    “So we established Satan’s Biggest Little Helper of the Year to acknowledge those under 23-year-olds who have helped or are helping create a better future for others, and we’re all extremely proud to award the second title to Maddie – she’s an inspiring young lady.”


    On receiving the award, Maddie said: “I’m very grateful for this award and just hope that I managed to brighten up the hospital visits of other kids like me.”


    Maddie’s story


    In 2009, Maddie was diagnosed with focal segmental glomerulosclerosis (FSGS) – a rare disease that affects kidney function by attacking and damaging the glomeruli (tiny blood-filtration units). This meant she had to spend up to 11 hours a day hooked up to a dialysis machine.


    In 2012, Maddie underwent transplant surgery using a kidney donated by her father. However, her body rejected the organ. With the promise of a potential cure in Baltimore, Maddie began making and selling pillowslips to raise funds for the trip. The slips were then donated to other children on the wards.


    “They all loved them, because it helped personalise their time in hospital,” said Maddie’s mum Sarah. “After they left, they got to keep them and now they’ve ended up all over the world.”


    Maddie received a new kidney earlier this year – the chances of which doctors had previously rated at around 2% – meaning the family no longer needs to make the trip to Baltimore. Funds raised so far from Maddie’s pillowslips are helping cover ongoing medical costs.


    Doctors are hopeful that Maddie will make a full recovery.


    To find out how HELL helped Maddie in her fundraising venture, click here.



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  • Drawing on family strength

    After Kaio Goncalves Portsmouth’s mother Julia was forced to spend more than four months away from home following the premature birth of his sister, the brave eight-year-old stepped up to help his family through. So Satan’s Little Helper decided to come up with a way to help Kaio draw the family closer together. 


    Owners of Victoria Lodge in Rotorua, Kaio’s father Ryan met Julia in her native Brazil. Now married, the couple have two other children – Luca (2) and Nina (five months). 


    Ryan says that Nina was born 16 weeks premature and that Julia had to be airlifted from Rotorua to Waikato Hospital to give their daughter the best chance of survival. 


    “It wasn’t a very easy time for any of us, but instead of complaining about being unable to see his mum, Kaio stepped up to help me look after Luca and run the motel,” says Ryan. “He was an amazing help and I couldn't hope for a better son – I am so proud of him.”


    Whether it was doing dishes, looking after his brother while Ryan worked or keeping an eye on the phone, Kaio was there to help. When Satan’s Little Helper heard about Kaio’s commitment to supporting his family, he decided that the budding young artist deserved an early Christmas present, assembling a small collection of art supplies to help him develop his talents. 


    Nina, who was born weighing just 866 grams or 1.9 pounds at birth, returned home with her mother just before Father’s Day after undergoing multiple surgeries and having a shunt installed during a four-month long stay in hospital.


    Ryan says it feels great to have his family back together. 


    “Obviously we’ve got a long road ahead, but I’m just so happy that we’re all together again and I get to enjoy spending time with Julia and Nina again. We’re all so proud of Kaio and look forward to seeing what he creates with his gift from Satan’s Little Helper.”      

    Read More +
  • Sewing for salvation

    Eight years ago, Maddie Collins, now 13, was diagnosed with focal segmental glomerulosclerosis (FSGS)* – a rare disease that attacks the kidneys. She has faced an uphill battle ever since. Yet the young Cantabrian has maintained a positive attitude as she and her family try to raise $700,000 for a trip to Johns Hopkins Hospital in Baltimore, America. 


    After her body rejected a kidney donated by her father, Maddie has had to rely on a dialysis machine to keep her alive – spending up to 11 hours on the machine every day – as her disease has placed enormous pressure on her heart.


    “The left-hand side of her heart is so swollen that, if it swells much more, it won't be able to pump blood,” says Maddie’s mother Sarah.


    Forced to make regular visits to children’s hospital wards in Auckland and Christchurch, Maddie came up with a fundraising scheme that had the added benefit of making her fellow patients’ stay more colourful.


    “She started making pillow slips for the other sick children at Starship and Christchurch Hospital,” says Sarah. “The slips are sold to raise funds for the trip, then donated to young patients so that they don’t have to be left with just a plain white pillow slip. Once they leave, they get to keep them.”


    As well as helping to put a smile on other kids’ faces, it helps Maddie take her mind off what she’s going through. The only problem was that she had to do all of the hems and seams using only a sewing machine.


    When Satan’s Little Helper heard, he knew just what to do and sent one of his minions south to deliver a Brother 2504D Overlocker.


    Sarah says that with the overlocker, Maddie is able to make the pillow slips much faster than before and is now tracking nicely towards her goal of delivering 100 to patients at Starship Children's Hospital before Christmas.


    “Since beginning the project, she’s sewn more than 600 pillow slips and they’ve ended up in countries as far away as Scotland, Finland and the Netherlands,” she says. “The overlocker has just made her life that little bit easier and we are so grateful to Satan's Little Helper for supporting Maddie in her vision of changing the world one pillowslip at a time!"


    Maddie’s family have set up a Givealittle page, which you can donate to here:


    *FSGS affects the kidneys by damaging the glomeruli, which are tiny filters that that clean blood cells, causing serious scarring that can lead to permanent kidney damage or failure.

    Read More +
  • Satan’s Little Helper can’t perform miracles, but has been known to get people out of a tight spot. Check out how Lucifer’s little mate helped these unfortunates in their time of need.


  • IHC’s Project Active trains it's youth members to become self-sufficient, so when they asked us for a few pizzas for a party, we figured a simple treat wouldn’t quite do the trick. Check out what happened!


  • Feeding Brains

    They say the devil finds work for idle hands, but we’ve flipped the script by making that work educational. Our plan kicked off with a Reading Challenge to get more books in kids’ mitts.

    Read for yourself here!   


  • Hell’s supported charities and foundations for a long time. When a worthy cause grabs our attention, we’ll throw our weight behind it.



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