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Boston Pizza debuts new spokescharacter

Boston Pizza of Richmond, BC released a new 30-second television commercial yesterday to introduce its new spokescharacter, a sasquatch-like figure called Louie. The ad depicts the character as a spokesperson-in-training, learning about the company’s menu items and dining atmosphere from a Boston Pizza server. The ad, which was created by DDB Canada of Vancouver, is running nationally on various specialty channels. “In looking for the next spokesperson, we mentally cast all kinds of people and in the end chose a truly charismatic, one-of-a-kind individual,” said Daryl Gardiner, associate creative director at the agency. “In Louie, we have found a big personality, someone instantly likeable who genuinely loves everything about Boston Pizza.” The character will also appear in a new national ad for the chain’s upcoming “Simply Italian” promotion that will break on April 2. Radio advertising will also begin in April. An online component, in the form of a blog maintained by the character, has been created by <>. The site was created by Tribal DDB. Media buying is being handled by PHD Canada.

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