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Boston Pizza breaks rib campaign

Boston Pizza of Richmond, BC has begun a new marketing campaign promoting the addition of ribs to its menu. It consists of 30- and 15-second television commercials, along with in-store materials and a website at The creative features a group of characters called "Ribnecks," who are presented as southern rib experts. The promotion also makes use of an unbranded 60-second online video encouraging viewers to buy rib-stained camouflage T-shirts, as worn by a character in one of the commercials, from a website at The effort also includes social media activities. "In keeping with our distinctive brand personality, the Ribneck and Rib Stain Camo campaigns simultaneously entertain our guests while also making them aware of our new, improved ribs," said Alex Green, vice-president of marketing at Boston Pizza International. "We want to stand out from the crowd, not just for our delicious and varied menu, but also for being known as a brand that puts a smile on your face and makes you happy." The campaign was developed by Taxi Canada with media planning by PHD and public relations from High Road Communications.

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