Boston Pizza begins Finger Cooking campaign
Fast food chain Boston Pizza of Richmond, BC has begun an advertising campaign to promote the availability of online ordering for take-out and delivery at <http://www.bostonpizza.com>. The national campaign consists of television and online commercials depicting a fictional cooking show called Cooking with Bill. In the ads, spokescharacter Bill demonstrates the technique of "finger cooking," which consists of using the Boston Pizza website to order food. The campaign was developed by Taxi Canada, while media buying was handled by PHD. "Take-out and delivery is the fastest growing segment in the casual dining category and with our user-friendly ordering system we have made it easy to bring the Boston Pizza experience, along with the same restaurant quality food, to your home every time," said Steve Silverstone, executive vice-president of marketing at Boston Pizza. Boston Pizza operates approximately 340 restaurants in Canada.