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Boston Pizza International breaks new campaign

Boston Pizza International of Mississauga has begun an advertising campaign promoting seven new pasta-based menu items. The national campaign, developed by Taxi Canada, consists of a 30-second television commercial depicting an "everyday guy" being transformed into a food connoisseur. The ad closes with the tagline, "Careful you don't become a foodie." The campaign also makes use of online advertising, public relations and social media activities. Media planning was handled by PHD, while public relations are being conducted by High Road Communications. "We love surprising our guests with innovative and unexpected twists on popular food items," says the restaurant chain's executive chef, Michael Gray. "With our latest pastas, something as simple as nachos is transformed into a completely new taste experience and a trendy ingredient like pulled pork takes on a different form."

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