Intro
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The challenge Boston Pizza faces is Canadians don’t know Boston Pizza is Canadian. Being a pizza joint, founded in Edmonton, by a Greek immigrant doesn't make things any easier. BP is set to celebrate their 60th anniversary in 2024 and want to use this milestone to remind Canadians that they might be called Boston Pizza, but they couldn’t be any more Canadian
My role for this project was that of the Lead Strategist working with a team of creatives.
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To celebrate the past 60 years,
we’re looking towards the next 60.
Instead of changing people we are
focusing on the people that are changing, those who are new
to Canada.
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Boston Pizza is the table for all Canadians to come to.
Strategy on a Page
Business Challenge
Even the people born and raised in Canada have no idea Boston Pizza is a Canadian brand.
Consumer Problem
Newcomers to Canada are looking for a casual introduction to Canadian dining where they can get a taste of what’s to come in their new home.
Insight
Being Canadian isn’t about where you’re from, it’s about the community that’s around you now.
Solution
Celebrate coming to Canada the Canadian way, with Boston Pizza
Consumer Goal
Feeling welcomed at a place that embodies Canadian society’s great qualities.
Business Goal
Ingraining Boston Pizza’s Canadian heritage with newcomers to Canada.
Measurement
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Increase in brand awareness and consideration
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Boost in annual revenue
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Campaign reach
So all that came from...
The Truths
Cultural
As positive as Canada’s multiculturalism, and national pride is…
Canada's diverse and complex cultural identity also makes establishing a deep and personal connection to the country a challenge for those new to Canada. At times feeling elusive and intangible.
Category
Brand perception for casual dining restaurants holds little to no weight for customers initially.
But that changes, typically beginning with convenience, developing into reliability and finally becoming synonymous with the connections and community fostered around the table.
Consumer
Canada is a welcoming country to call home, but when asked to describe home, people describe more intimately as the place where people:
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Always feel welcome
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Feel comfortable to be themselves
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Nurture their closest connections
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Made the most treasured memories
Brand
Whether it’s celebrating Canada's favourite pastime, nourishing Canada's next generation, or welcoming our new citizens, Boston pizza is the place Canadians can always pull up a chair.
By connecting our consumer and category truths, we can show what it really means to be a Canadian brand. Specifically, how Boston Pizza embodies that
Empathizing with new Canadians through Boston Pizza's own beginnings, ultimately connecting their story, and the experiences of many new Canadians to the fabric of what makes an inherently Canadian brand.
Reinforcing our insight:
Being Canadian isn’t about where you’re from, it’s about the community that’s around you now.