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Boston Pizza begins new ad campaign

Mississauga-based restaurant chain Boston Pizza International has released a new television commercial promoting a new menu item called the Wings Two-Four. The product consists of 24 chicken wings in packaging designed to resemble a case of beer.

The new advertising is part of the chain's ongoing "Fan Story" campaign. The 30-second commercial, called "Puck Hog," makes use of a documentary style to depict a recreational hockey player who repairs his on-ice reputation by buying chicken wings for the team after the game.

Other marketing activities will include digital advertising aimed at hockey and basketball playoff watchers, social media activities and public relations. Experiential elements of the campaign will run through the spring. The creative was developed by Taxi Canada. UM is handling the media work, while public relations are being conducted by High Road.

"If there's one thing Canadians know and love, it's the two-four," said Steve Silverstone, executive vice-president of marketing at Boston Pizza. "It's a part of our culture, especially during playoffs and summer weekends. But, until now, Canadians have never been able to eat one. Unlike other two-fours, Canadians can crack open a Wings Two-Four virtually anywhere, anytime they want. It really is the perfect union of BP's famous wings and the ubiquitous two-four."

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