Canadian Pizza Magazine

Features Business and Operations Marketing
New ad campaign from Boston Pizza


May 2, 2008
By Canadian Pizza

Topics

May 2, 2008, Richmond, B.C. – Boston Pizza International Inc. announced
the launch of its new national television ad campaign which airs on
major networks and specialty channels across Canada.

May 2, 2008, Richmond, B.C. – Boston Pizza International Inc. announced the launch of its new national television ad campaign which airs on major networks and specialty channels across Canada. The campaign launches with three 30 second TV spots based on real stories from Boston Pizza’s Gravenhurst, Ontario, Sackville, Nova Scotia, and Edmonton, Alberta restaurants. Each spot tells a story about the local franchisee, employees, and guests and how Boston Pizza brings communities together.
 
“The idea of making a Boston Pizza restaurant the hub of the community is deeply engrained in our corporate culture,” says Joanne Forrester, vice-president of marketing – corporate services, Boston Pizza International.  “We create a fun and welcoming experience where people feel at home and among friends while dining at our restaurants.  Through the Boston Pizza Foundation, we go above and beyond to reach out to communities and get involved in whatever way we can to make a difference by supporting local schools, sports teams and charities.” 
 
The new commercials were created by Toronto-based ad firm Lowe Roche.
 
“The inspiration for this campaign came from the many stories we heard of how Boston Pizza genuinely reaches out to each community they serve across Canada every day,” says Scot Keith, vice-president and general manager, Lowe Roche.  “This sentiment is captured in the line ‘Come on in to Boston Pizza and find out what the story is,’ which is a great call to action for guests to make their own memories at their local Boston Pizza restaurant.”
 
The new TV Spots
 
The Gravenhurst spot highlights the tradition of the local Boston Pizza franchisee who checks the ice on Lake Muskoka and signals to the anxiously waiting guests inside that the ice is ready for play.  With a “thumbs up” the crowd cheers and the fun begins.  The inspiration for this ad came from the community’s annual hockey tournament, which truly captures the spirit of Gravenhurst in the winter time.  The spot shows the unique design concept of the Boston Pizza Gravenhurst restaurant which is located right along the lake and features fantastic patios for summer time dining, creating a fun and unique meeting spot for locals and visitors alike. 
 
The Sackville spot celebrates the Marchand family who came out to the Boston Pizza in Sackville to watch their boy, Brad, score the first goal of the 2008 World Junior Championships hockey game.  Boston Pizza is proud to have been a place where the Marchand family and local residents came together to celebrate history in the making.  The ad features actual Marchand family members including Brad’s mother, sister and grandparents who watched the game live at Boston Pizza in Sackville.    “Boston Pizza has been a major sponsor of Hockey Canada for many years,” says Bob Nicholson, president and CEO of Hockey Canada.  “The players that represent our national teams come from towns and cities all across Canada.  The support they receive from their friends and family that are watching at home or at a Boston Pizza is inspirational and provides the determination that our players need to succeed at all levels.”
 
The Edmonton spot is about The Russells, a local family who have had a standing reservation every Friday night at the Fort Road Boston Pizza for more than 23 years.  The employees have gotten to know them well – they know their favourite dishes and treat them like family.  This story is the essence of Boston Pizza’s tagline “you’re among friends” and celebrates the many families who have made a tradition of enjoying great food and creating memories at Boston Pizza.
 
“Our new ad campaign emphasizes and demonstrates Boston Pizza’s commitment to reaching out to the community and supports the three pillars of our business strategy: franchisee profitability, enhancing the brand, and improving the customer experience,” says Mark Pacinda, president, Boston Pizza International Inc. 
 
“The ads reflect that a franchisee who has real connections with the local community is building their business every day. Boston Pizza continually improves the guest experience by going above and beyond and treating our guests like family, and that’s what you are going to see in these new spots,” adds Pacinda.