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Boston Pizza begins Game Changers campaign

Mississauga-based restaurant chain Boston Pizza has begun a new advertising campaign called "Pizza Game Changers" to promote the addition of several items to its menu. The initiative includes a 30-second television commercial featuring a spokescharacter identified at the company's Chief Pizza Innovator, who describes a number of past innovations, then introduces a new product called the pizza taco. The campaign will also make use of a 15-second version of the ad, along with online advertising, social media activities and public relations. The effort also includes a website at <>, where visitors can vote on possible innovations such as pizza mints, a gas-powered pizza cutter, a pizza cheese clipper or a pizza cake. The options receiving the most votes will be created by Boston Pizza and brought to market during the summer.

"Just in time for playoff season, we're introducing our greatest pizza innovations yet," said Joanne Forrester, vice-president of marketing at Boston Pizza International. "The Pizza Game Changers campaign allows Canadians to not only explore our limit-pushing new menu items and pizza innovations, but to have the opportunity to take the reins and tell us what pizza innovation they'd like to see next."

The campaign was developed by Taxi Canada, with media work by UM and public relations from High Road Communications.

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