Boston Pizza readies campaign for new website
Mississauga-based Boston Pizza International has redesigned its website at BostonPizza.com. The site includes a new online ordering system intended to simplify the process of take-out and delivery service. The site also features a simplified navigation system, automatic localization and integration with various social media sites. Boston Pizza will promote the new site with an advertising campaign consisting of direct mail, four television commercials, online advertising and public relations. Approximately 1.8 million copies of a direct mail piece called "The Joy of Finger Cooking" will be distributed nationally beginning on Jan. 23. The piece resembles a cookbook in which the recipes have been replaced by Boston Pizza menu items. The television ads depict men using this style of cooking to provide meals in their homes. The campaign was developed by Taxi Canada, with media handled by PHD. "Last year we introduced our guests to finger cooking and saw tremendous growth in our take-out and delivery business," said Alex Green, marketing vice-president at Boston Pizza. "The upgrades to our website are designed to make it easier than ever to finger cook. The campaign lets Canadians know in a fun way that we're there for them when they just don't want to fire up the stove. It's all about the convenience of ordering on-the-go and giving our guest a great take-out and delivery experience."