Boston Pizza breaks new brand campaign
Mississauga-based restaurant chain Boston Pizza has begun a new brand campaign. The sports-themed campaign, developed by Taxi Canada, uses the tagline "We'll Make You A Fan." It began on Feb. 21 with a 30-second television commercial depicting the chain as a destination for Canadian sports fans. The TV executions will depict the stories of sports fans in a documentary style.
"Our new positioning gets at the heart of what Boston Pizza is all about," said Steve Silverstone, executive vice-president of marketing at Boston Pizza International. "A place for Canadians to connect over two things they love, sports and food. Nearly every Canadian has some kind of connection to sports, whether as spectators, participants, players, coaches, managers or parents who drive their kids to and from practice. Boston Pizza is the restaurant where you can show up with a group of 20 kids wearing soccer cleats or with a buddy after a game of pick-up hockey to watch a game in the sports bar."
Media for the campaign was handled by UM, while public relations are being managed by High Road.