Rory’s Stories and Londis partner to return Little Piece of Heaven to Hell & Back

Conor Hayes, sales director at Londis and Rory O’Connor, of ‘Rory’s Stories’, comedian and mental health advocate, are pictured at the launch of Londis’ sponsorship of Hell & Back

2022 marks Londis’ fifth year as the official sponsor of Hell & Back


Brand Central

24 May 2022 | 0

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Londis has partnered with comedian and mental health advocate Rory’s Stories (Rory O’Connor) to announce the return of Hell & Back after a two-year break. As the official sponsors, Londis is inviting participants to refuel at the ‘Little Piece of Heaven’ tent available at all Hell & Back events.

Hell & Back is returning stronger than ever as Ireland’s toughest physical and mental endurance challenge, attracting thousands of participants through a series of adventure events.

Taking place for the first time since 2019, there has been a 48% increase in the total number of ‘HellRaisers’ who have signed up in 2022, with Hell & Back Junior for national school children experiencing an impressive 83% growth. With the addition of five new Hell & Back Junior events, which have been introduced this summer, the challenge is now open to everyone including adults, teens and tots.

This year, the Londis Water Jump and Water Slide will form Hell & Back’s lake area, giving participants the chance to enjoy a refreshing splash while conquering the many obstacles of the course. At the end of the challenge, Londis is providing all participants with a pick-me-up in the form of healthy treats and snacks at the Londis ‘Little Piece of Heaven’ tent.

Registration for all Hell & Back events is now open on

Comedian, RTÉ’s Ultimate Hell Week participant and mental health advocate, Rory O’Connor, said he was delighted to partner with Londis to announce the event’s return.

“I am excited to take part in the course, it helps me to push myself both mentally and physically,” O’Connor said. “It is a great personal challenge and gives me a goal to work towards in my daily exercise. I can safely say it is also a brilliant day out for people of all ages, and it is fantastic to see such a great uptake in the junior events already. It will be great to see the Irish public getting involved, make sure you don’t miss out!”

Conor Hayes, Londis sales director, said: “Londis is delighted to be supporting the thrilling Hell & Back challenge, returning after a two-year break due to Covid-19. This is Londis’ fifth year as the official sponsor of Hell & Back, and it has been exciting to see it going from strength to strength with each new series. We are encouraging people of all ages to get involved in the fantastic challenge, and will be welcoming all participants with well-earned treats at the Little Piece of Heaven tent.”



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