Boston Pizza unveiled new brand positioning that reinforces its commitment to providing the perfect guest experience, and identifies it as the destination for Canadians with a connection to sports. Featuring the tagline ‘We’ll Make You A Fan.’, the integrated campaign begins Saturday, February 21 with a 30-second brand essence spot to introduce the new positioning.
“Our new positioning gets at the heart of what Boston Pizza is all about – a place for Canadians to connect over two things they love: sports and food,” said Steve Silverstone, Executive Vice President of Marketing for Boston Pizza International. “Nearly every Canadian has some kind of connection to sports – whether as spectators, participants, players, coaches, managers or parents who drive their kids to and from practice. Boston Pizza is the restaurant where you can show up with a group of 20 kids wearing soccer cleats or with a buddy after a game of pick-up hockey to watch a game in the sports bar.”
Research proves what Boston Pizza already knows about its guests – Canadians love sports. In fact, 85 per cent of Canadians watch sports, and 47 per cent of that audience is female. Additionally, 71 per cent (1.7 million) of children ages 12 to 18, 47 per cent of men and 35 per cent of women play sports. ‘We’ll Make You A Fan.’ acknowledges this national passion and builds on what has made Boston Pizza successful for the past 50 years.
Keeping with its distinct approach to marketing, the new campaign creative will take on a consistent look and feel by telling a variety of Fan Stories using a documentary-style approach. Television spots will profile characters who are connected to sports in an interesting way and find out why they are fans of Boston Pizza. The first Fan Stories spot titled “Heckler” begins airing March 2 and features a young boy who loves heckling, much to the chagrin of his parents. They find relief from his constant heckling at Boston Pizza where the boy has no heckles for the delicious Big Dipper sandwich.
In addition to television creative, ‘We’ll Make You A Fan.’ will be activated across all marketing functions and will permeate the whole business from head office to the kitchen. Beginning February 23, BostonPizza.com will feature social posts and messages from Boston Pizza Fans using the hashtag #BPFanStories and the biggest Fans will eventually be inducted into the ‘Hall of Fans’. The brand will also look for opportunities to surprise and delight its Fans online and in stores.
“This is not just a new marketing campaign, it’s a promise to our guests. There is a sea of sameness in the casual dining restaurant industry and even though we’ve crossed over $1 billion in sales and opened 14 new restaurants in 2014 we know that every guest visit is important and we can’t take it for granted. Guests want great food, great service and a great experience and ‘We’ll Make You A Fan.’ tells them we’re going to earn their business each and every time,” said Silverstone.
Boston Pizza worked with TAXI Canada to develop the new brand positioning and creative. UM manages media and High Road conducts public relations on behalf of the brand.