Canadian Pizza Magazine

Saucy marketing campaign celebrates all things Ribbin’

By Canadian Pizza   

Features Business and Operations Marketing

June 18, 2013, Mississauga, ON – Boston Pizza introduced its new summer menu featuring ribs with a #RibbinIsLivin marketing campaign.

The chain drew inspiration from the current obsession with redneck culture by creating characters called “Ribnecks.” Defined as the ultimate rib experts from the south, a Ribneck family is featured in the campaign with each member declaring their appreciation for Boston Pizza’s ribs.
There is also a 60-second infomercial for Rib Stain Camo t-shirts. The t-shirt is designed to appeal to the Ribneck in all of us with a camouflage pattern of rib sauce stains, which hide any new ones created when eating Boston Pizza’s ribs. The shirts are available for sale at for $14.99 plus shipping and handling.

The Ribneck 15-second commercial will showcase a character wearing the t-shirt along with the hashtag #RibbinIsLivin.

“In keeping with our distinctive brand personality, the Ribneck and Rib Stain Camo campaigns simultaneously entertain our guests while also making them aware of our new, improved ribs,” said Alex Green Vice President of Marketing, Boston Pizza International. “We want to stand out from the crowd, not just for our delicious and varied menu, but also for being known as a brand that puts a smile on your face and makes you happy.”


The tender ribs are served with a choice of six sauces including limited-time options Pizza-Q and Buffa-Q, made with Boston Pizza’s signature BBQ sauce and combined with either pizza or Buffalo wing sauce.

Boston Pizza’s summer menu also includes Caesar Pizza (BBQ chicken pizza with Caesar spice on Boston Pizza’s signature hand-pressed dough), Tacos (grilled soft tacos topped with grilled chicken or breaded jalapeño shrimp), a Surf ‘n Turf Burger and Strawberry Pecan Salad. The menu is available across its 350 locations until August 18.

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