Canadian Pizza Magazine

News
Boston Pizza shares marketing strategy


August 31, 2017
By Canadian Pizza

Richmond, B.C. – Boston Pizza has launched an entirely new brand personality and strategy that will affect its marketing and restaurants nationwide.

The shift is signified most notably with a new tagline, which rolled out on Aug. 4 with a new television ad campaign, the company said in a news release. 

The tagline will inform:

1. Brand personality – unpretentious, lighthearted, accommodating, outgoing
2. Marketing and messaging (for example, moving from “We’ll Make You A Fan” to a brand new tagline)
3. Menu development – choices guided by guest experience promises Boston Pizza is making, that is, sharable food, unpretentious environment, etc.
4. Refreshed and updated visual identity – colours, typography, photography
5. Audience targeting – Shift focus from guys/sports to young families (36 per cent of millennials now have families). This includes continuing to ramp up online/digital advertising (millennial parents spend 15 per cent more time online than others; 60 per cent only use their mobile when deciding where to eat) and a focus on mobile messaging and targeting/geo-targeting (75 per cent are more likely to take action based on a locally relevant message).