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Boston Pizza begins Stanley Cup campaign

Restaurant chain Boston Pizza has begun a new campaign called “Team Up For The Cup” to coincide with the start of the NHL playoffs this month. Developed by Camp Jefferson of Toronto, the campaign encourages Canadian hockey fans to root for a Canadian team to win the Stanley Cup, regardless of which team they usually support. It includes a 30-second television commercial, accompanied by social media videos, radio ads and out-of-home executions, as well as a website at which consumers can sign a pledge to support Canadian teams. Media work is being conducted by UM, with public relations support from Heads & Tales.

“The funny thing is that despite our competitiveness, we’ve all been suffering together for decades,” said Ian Barr, head of strategy at Camp Jefferson. “It’s been over 30 years since the Cup has been on Canadian soil. That’s ridiculous. As a brand that’s about bringing people together, we thought it would be fun to leverage that shared suffering.”

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