Canadian Pizza Magazine

Features Business and Operations Marketing
Boston Pizza marketing campaign inspired by Canadian sports fans


February 24, 2015
By Canadian Pizza

Topics

Feb. 24, 2015, Mississauga, Ont. – Boston Pizza recently launched
sports-themed branding featuring documentary-style advertising spots and
the tagline "We'll Make You A Fan."

Feb. 24, 2015, Mississauga, Ont. – Boston Pizza recently launched sports-themed branding featuring documentary-style advertising spots and the tagline "We'll Make You A Fan."

"Our new positioning gets at the heart of what Boston Pizza is all about
– a place for Canadians to connect over two things they love: sports
and food," said Steve Silverstone, executive vice-president of marketing for Boston Pizza International, in a news release.
"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."

The company said its research suggests 85 per cent of Canadians watch sports,
and 47 per cent of that audience is female. Additionally, 71 per cent (1.7 million) of children ages 12 to 18, 47 per cent of men and 35 per cent of women play sports.

Advertisment

The new campaign
creative will take on a consistent look and feel by telling a variety of fan stories using a documentary-style approach. Television spots will
profile characters who are connected to sports in an interesting way and
find out why they are fans of Boston Pizza.

"We'll Make You A Fan." will be
activated across all marketing functions, and BostonPizza.com
will feature social posts and messages from Boston Pizza Fans using the
hashtag #BPFanStories and the biggest Fans will eventually be inducted
into the "Hall of Fans."

Boston Pizza worked with TAXI Canada to develop the new brand
positioning and creative. UM manages media and High Road conducts public
relations on behalf of the brand.