Boston Pizza ‘changes’ its name

Boston Pizza is now called Montréal Pizza... at least in that city. The chain decided to unveil its new name in time for the beginning of the hockey playoffs.

Boston Pizza is now called Montréal Pizza… at least in that city. The chain decided to unveil its ‘new name’ in time for the beginning of the hockey playoffs.

“We’ve had this idea for some time, but we were waiting for the ideal moment to do justice to the intelligence of the concept,” said Carl Pichette, director of marketing for the restaurant chain in Quebec. “The sport is a veritable passion for the franchisees, the company and our guests. For us, it was perfectly natural to play with our logo in order to surprise and, above all, show that we are proud supporters.”

Developed by Zip Communication, the name-change campaign includes outdoor advertising, point-of-purchase executions and ads in Le Journal de Montréal.

Touché! PHD handled the media placement. According to the agency, the campaign will continue “as long as there is enthusiasm in the air.”

Brands Articles

Telus delivers custom pizzas to Game of Thrones fans

The brand's using the popular HBO show to promote its cable service, Telus Optik

Blacks embarks on a journey fueled by life’s special moments

Retailer targets snap-happy moms in new advertising campaign from Cossette

On The Move: New hires at RBC, Match and North Strategic

A weekly recap of who's headed where in Canadian marketing and communications

Managing Digital: Mondelez Canada’s Janine Keogh

Marketing VP says the key to digital is to remain curious and experiment

Canada’s Hottest Ads – The GoPro and Samsung show

Diego Bertagni and Joshua Stein are scratching their heads at the latest Top 10

Ontario confirms beer will be sold in grocery stores

Province hosting a pilot project to sell 12-packs of beer in LCBO stores

Tourisme Montréal kisses its old branding goodbye

New logo signals a change in marketing strategy that takes a "younger approach"

Canadian Football League hires new director of communications

Paulo Senra joins the CFL from the Canadian Olympic Committee

Simons CEO Peter Simons on the department-store wars

"We’re not Starbucks—there will be a limit to how many stores we build"