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

Telus helps Canadians give back to their communities

Survey shows half of Telus' customers stay with it due to its community involvement

KFC Canada tests beer at two Toronto locations

Starting this fall, the quick-serve restaurant will serve domestic and imported beer

Milk West and DDB launch animated webseries

No hard sell, just a milk carton and his buddies

Air Canada and Rickard’s seek Canada’s top bars

Promotion in enRoute magazine connects beer brand to top pubs in cities across Canada

Watch This: Moment Factory lights up Parc de la Gorge

Turning a park into a glowing, immersive, multimedia experience to convince hikers to stay the night

Most chief marketers feel underpaid: CMO Council report

Smart alliances and digital skills key to CMOs' salary

Interbrand opening ‘corporate citizenship’ office in Canada

Move reflects Canadians' heightened interest in social values and the environment

HBC closing two Home Outfitters

Move is part of plan to merge with Hudson's Bay Home brand and drive more sales online

Elvis spotted around GTA in new campaign

It’s viva… Blue Mountain, as celebration of all things Elvis marks 20th anniversary