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

Canadian Olympic Committee selects Cossette as AOR

Agency to lead creative communications through Rio 2016

Drag queens help give Starbucks Canada video a jolt

The coffee chain is one of many brands targeting LGBT consumers

Subway and Disney team up for Big Hero 6 promotion

Twitter contest gives away tickets to advanced screenings across Canada

McCain’s new ad pushes versatility of fries – and fun

Creative showcases first major redesign for the company in more than 50 years

CMOs are being shut out when C-suites need them more than ever (Column)

Marketing has never been more important, but CMOs are often outside looking in

Following Shoppers Drug Mart’s dive into fresh

The retailer is adding fresh food to its offering. Is it just what consumers ordered?

Twist Image named digital AOR for Treasury Wine Estates

The WPP agency wins after a three-month, North America-wide review

Sport Chek goes grassroots with Toronto Raptors anthem

The retailer hits the court for the start of basketball season