Boston Pizza breaks new brand campaign
By Adnews Staff
Restaurant chain Boston Pizza has begun a new brand campaign called “You’re Among Friends.” The campaign, which depicts Boston Pizza as a relaxed environment in which to spend time with family and friends, is intended to revitalize the brand in Canada. The campaign, created by DDB Canada of Vancouver, consists of three 30-second television commercials and two 30-second radio ads. “Boston Pizza is being brought to life in new ways to build a stronger brand identity in Canada and to help it stand out in the crowded casual dining category,” said Alan Russell, national creative director at DDB Canada. “Using much fresher, more family-focused humour, the new campaign depicts the energy, friendliness and the relaxed attitude of the Boston Pizza brand personality.” This is DDB Canada’s first major creative assignment for Boston Pizza since winning the account in March. Media buying was handled by TBWA Vancouver.