Boston Pizza is once again giving Canadians the finger.

The casual-dining chain has re-introduced the “Finger Cooking” campaign it debuted in 2010 to support what vice-president of marketing Alex Green described as a “ground-up rebuild” of BostonPizza.com.

The revamped website features increased functionality from the previous version, and allows for quicker and easier online ordering. A mobile-optimized version of the site is also in development, said Green.

Boston Pizza has experienced double-digit growth in its takeout and delivery business in recent months, said Green, with online ordering driving much of the growth; online currently comprises an estimated 10% of its takeout and delivery business, but is growing rapidly.

“We’re seeing a fundamental shift in how convenience is defined with our guests when it comes to placing orders,” said Green. “Historically, it was driven by one-number dialing, but we’re starting to see that shift towards digital channels. We know that we have to lead in terms of the online ordering experience.”

The chain is promoting telephone/online ordering with a direct mail piece sent to approximately 2 million English Canadian households. The piece is a faux cookbook called The Joy of Finger Cooking that contains the entire Boston Pizza menu and ordering information.

“We were looking for a way to break through that stack of stuff you get in your mailbox every week and really own a great position in that menu drawer that everyone seems to have,” said Green.

The direct mail component is being supported by a series of TV/online spots – one :30 and three :15s – highlighting how “finger cooking” can make consumers’ life easier. In one of the TV/online spots, “Garage,” a man is shown working on his putting stroke in the garage while a voiceover asks “What if I told you there was a cookbook that would let you spend more time in the garage?” to which the man responds, “Well, I’d probably spend more time in the garage.”

All spots then cut to an image of Boston Pizza menu items surrounding cookbook, while a voiceover exhorts, “put food on the table without setting foot in the kitchen.”

Green said the spots, created by Taxi, are intended to position Boston Pizza as a fun and approachable brand. “We want to reflect that personality in the work that we do,” he said. “We don’t want to take ourselves too seriously. People come to us to have a good time and we want our advertising to reflect that. We want it to be fun and engaging and representative of the experience at Boston Pizza.”

Green said that internal research indicated that Boston Pizza still needed to build awareness of the fact that it offers takeout and delivery service. “We’ve got great growth, but we know if we can give awareness a nice big push, we’ll be able to build that sales momentum,” he said.

Note – Jan. 18: This article originally named Boston Pizza’s vice-president of marketing as Alan Green. It has since been corrected. Boston Pizza’s VP, marketing is Alex Green. Marketing regrets the error.