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

Time for marketers to abandon the safety of the high ground (Book excerpt)

Engagement in the age of tribes means engaging face to face – and pissing the right people off on purpose

Subway Canada gets crafty with new ad campaign

The quick service restaurant touts the art of crafting the perfect sandwich

Crafting small market identity with big market marketing

Shock Top captures a little craft beer identity in a bottle

How to break blind brand loyalty

A new study unveils how brands can disrupt tech habits and win new consumers

Campbell Company of Canada names new president

SC Johnson vet Ana Dominguez takes the helm, replacing Philip Donne

Watch This: Canadian Tire talks to parents about back to school

Moms and dads share a few thoughts (and a few tears) on their kids' first day of school

Ottawa Senators make headlines with new CMO hire

Longtime newspaper executive Peter O’Leary starts his new position Sept. 22

Scotiabank’s Tangerine brand gets a PHD in media

Tangerine CMO Andrew Zimakas on why PHD won the account