Boston Pizza takes Quebec rival into the boards

Boston Pizza has dropped the gloves. To get Quebec hockey fans into its locations for the NHL’s first broadcast of the season – taking a poke at a restaurant rival while it does so - the restaurant chain is offering free wings when the Habs are on ice. Created by Zip Communication, the TV spot announcing the promotion shows spokesperson […]

Boston Pizza has dropped the gloves. To get Quebec hockey fans into its locations for the NHL’s first broadcast of the season – taking a poke at a restaurant rival while it does so - the restaurant chain is offering free wings when the Habs are on ice.

Created by Zip Communication, the TV spot announcing the promotion shows spokesperson Louis Morissette and a Boston Pizza ‘’manager’’ watching hockey at the bar.


Manager: Louis, chicken wings are free at Boston Pizza from January 19th until the 27th.
Louis: Do [the Canadiens] have to score five goals?
Manager: No.
Louis: Four?
Manager: No.
Louis: Do they have to… win?
Manager: No.
Louis: Whoa.

This is a direct shot at rival La Cage aux Sports and its long-time, famous promo: when the Habs scores 5 goals, fans get 8 free chicken wings.

‘’The lockout has created a disengagement from some fans and we wanted to celebrate hockey with a generous offer and put the emphasis on our wings, unrivalled in the Quebec market,’’ said Carl Pichette, Boston Pizza’s Quebec’s marketing director, in a release.

The spot will launch Saturday, as many Quebecers will be watching the Leafs lose to the Habs.

Editor’s Note: We apologize for Caroline Fortin’s lapse in journalistic rigour. The fact of the matter is that the Leafs will defeat the Habs. Soundly.

Update: See!

Brands Articles

PR Move of the Week:
Sears Canada

Retailer’s offer to Target's soon-to-be-ex-employees hits the mark

Ipsos and ICA reveal this year’s most influential brands

Netflix, Twitter and LG are 'on fire,' but who leads the list?

Bell readies Let’s Talk Day
for 2015

Major PR push helps mental health
stay in the spotlight

PR Accounts On The Move

A recap of recent account wins on the PR front

A new design for Umbra’s flagship store

Canada's design champion seeks stronger community ties

Hall of Legends 2015:
Chris Armstrong

The birth of the big comfy chair, and building TD Canada Trust

4 values at the heart of good customer experience design

Schulich's Charlene Precious Tcheong explains the emotion-over-logic marketing approach

Uniqlo to open first two Canadian locations in Toronto

Japanese fashion retailer expands global operations into Canada