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Boston Pizza breaks first Quebec television campaign

Restaurant chain Boston Pizza International of Edmonton has released its first television commercial in Quebec. The 30-second ad, created by Zip DDB of Montreal, features comedian Alexandre Barrette in a restaurant with two friends, attempting to explain that Boston Pizza is not from Boston. "We were immediately attracted to Alexandre's fresh and simple style," said Carole-Anne Ménard, regional marketing manager at Boston Pizza. "His lively humor, which speaks to the audience's intelligence, fits in well with our brand. He will help us in building a strong emotional connection with Quebecers. We wanted to take advantage of this initial TV campaign to not only demystify the chain's origins, but also present our restaurants as great places where everyone likes to go." Boston Pizza will have 24 restaurants in Quebec by the end of the year.

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