Boston Pizza is turning the big 5-0 and to celebrate has enlisted the help of ‘professional pizza party planner’ Liz Falcon to kick off an integrated campaign that includes television, online display ads, social media, public relations and the chance to win one of 50 pizza parties.
In a 30-second ad from Taxi Canada, the fictional Falcon demonstrates her party-planning prowess with a montage of over-the-top pizza parties. The spot is airing on networks such as Sportsnet, CBC (during the FIFA World Cup), Food Network, CTV and Global. UM is handling media planning and buying, and High Road is leading public relations.
As part of the celebration, every in-store or takeout/delivery receipt includes a code that can be entered online at BPPizzaParty.com for a chance to win one of the pizza parties. Winners can customize their party theme, choose the menu and invite up to 30 friends. They can spend up to $1,500 on Boston Pizza food and up to $1,000 on entertainment.
“Fifty years is a huge milestone. We wanted to do something that was celebratory and that linked back to our core brand pillars,” said Joanne Forrester, VP of marketing at Boston Pizza. “Our brand tone is fast, fun, casual and we love parties. We figured, what better way to celebrate our anniversary than by giving our guests the chance to win a party at BP?”
On the contest website, Boston Pizza features a few party suggestions, such as an ultimate kids party, fly in a friend or family member, and hold a fundraiser at BP. “We’re sure we’ll get lots of unique ideas, but we wanted to give people some thought-starters on what they can do to customize the party,” said Forrester.