Boston Pizza celebrates 50 years with new campaign

The brand known for fun and pizza parties holds a contest to win, yup, a pizza party

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.

Brands Articles

Sobeys surprises customers with pop-up restaurant

Grocer aims to prove food from its take-out kitchen and fresh market could be fine dining

Tim Hortons testing single-origin coffee in five markets

New brew will sell at a 15% premium to a regular cup of coffee

Air Canada makes content play with heartwarming video

Airline promotes Air Canada Foundation with six-minute video from former AOR Marketel

Kiip and MasterCard partner on new app

‘Priceless Surprises’ app rewards customers in the moment

How vending machines are moving beyond junk food

New generation machines dispense everything from doughnuts to eggs

Loyalty programs: what’s in it for marketers?

Survey finds that loyalty matters in consumers’ purchasing decisions

McDonald’s to test all-day breakfast in U.S. next month

Move reflective of food chain's ongoing efforts to keep pace with shifting habits

Can Chip Wilson’s family create another retail phenomenon?

Wife and son of Lululemon founder try their hand at luxury clothing with Kit and Ace

The reinvention of Second Cup (Q&A)

Vanda Provato on how the coffee chain is trying to win back customers