Boston Pizza debuts new branding
By Rob Bale
Restaurant chain Boston Pizza has undertaken a rebranding initiative. Developed by Mekanism, the branding consists of a new logo and the tagline “Hungry for BP.” According to the company, the new branding is intended to appeal to a younger demographic.
To coincide with the new branding, Boston Pizza has begun a multi-year promotion in collaboration with concert promoter Live Nation Canada. During the promotion, consumers at Boston Pizza locations can scan a QR code on their receipt to be entered into a draw for various concerts. To begin the promotion, Boston Pizza will give away a pair of concert tickets in each province. The chain will also host live music performances at its locations and give away free pizza to consumers who display these concert tickets.
“We are thrilled to begin this partnership with Live Nation Canada, allowing us to bring together great food and unforgettable live music experiences,” said James Kawalecki, vice-president of marketing and communications at Boston Pizza. “As Boston Pizza looks to continue building meaningful connections with a younger, more social audience, we're embracing their passion for music to create memorable moments at our restaurants across the country this summer.”