SOURCE: Boston Pizza

April 14, 2014 09:02 ET

Boston Pizza Changes the Pizza Game Again With New Menu Items

Marketing Campaign Kicks Off Today Asking Canadians to Vote on the Next Big Pizza Innovation

MISSISSAUGA, ON--(Marketwired - April 14, 2014) - For the past 50 years Boston Pizza has been changing the pizza game, with its innovative food creations made from its hand pressed dough including the Pizzaburger, Chicken Club with a pizza dough bun, Calzones and delicious Pizza Bread. Today, Boston Pizza is changing the pizza game once again with the launch of new menu items like the Pizza Taco and a creative new marketing campaign, aptly titled, Pizza Game Changers.

"Just in time for playoff season, we're introducing our greatest pizza innovations yet," says Joanne Forrester, vice president of marketing, Boston Pizza International Inc. "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 integrated, national campaign, which launches today consists of a microsite pizzagamechangers.com which calls on Canadians to vote for one of Boston Pizza's latest innovative ideas, such as pizza mints, a gas powered pizza cutter, the pizza cheese clipper or the pizza cake. The innovation Canadians love most will be made by Boston Pizza and brought to market this summer.

The campaign also includes a 30-second TV spot introducing Boston Pizza's Chief Pizza Innovator reminiscing on past Boston Pizza innovations and introducing the revolutionary Pizza Taco. A 15-second version was also produced along with online banners and page takeovers, social media and public relations. TAXI Canada Ltd. created and produced the creative with UM executing the media strategy and High Road Communications for public relations.

"We have a history of offering our guests the best in pizza innovation, and this spring's new menu items are no different," says Michael Gray, Director of Culinary and Executive Chef at Boston Pizza. "For 50 years we've been making our pizzas with fresh, hand-pressed dough, and now we're changing the pizza game again with our latest innovations sure to please everyone's palate."

The new menu includes: the Pizza Taco, a tasty chipotle chicken and bacon taco with a pizza for a shell also available with Pulled Pork, the Sriracha Chicken Pizza, a pizza topped with Sriracha pizza sauce and chicken, mozzarella and sesame seeds, The Calzono™, stuffed with seasoned beef, cheesy queso dip, black beans, roasted corn and peppers, rice, tomatoes, cheddar, mozzarella and spicy banana peppers and Pizzaburger™ sliders. Guests can finish their meal with another Boston Pizza innovation -- candied-bacon carrot cake. These items will be available in Boston Pizza locations across the country as of April 7 and until June 1. 

About Boston Pizza
Boston Pizza International Inc. is Canada's No. 1 casual dining brand with more than 350 restaurants in Canada. In 2014 Boston Pizza celebrates 50 great years since opening our first location in Edmonton, Alberta in 1964. Annually, Boston Pizza serves more than 40 million guests. The company has been recognized as a Platinum Member of Canada's 50 Best Managed Companies. Boston Pizza believes that strong role models inspire kids to be great, and in 2014, the Boston Pizza Foundation created Future Prospects to help support organizations that mentor kids to reach their full potential. Boston Pizza International Inc. is located in Richmond, B.C. and has regional offices in Mississauga, Ontario and Laval, Quebec. For more information visit www.bostonpizza.com.

Contact Information