Montreal was about to face Boston during the playoffs and seeing the excitement building around the city, our Creative Director walks in one day, and pulls the team together. The brief: we have to do something for Boston Pizza. We have to help our client change its name during the series. You cannot be called Boston in this town when your home team is about to face the Bruins. The idea was born.Client approved overnight; billboards were bought. Banners went up on the façade of all Quebec restaurants, T-shirts and pizza boxes with the new brand name were obtained.

What started with a media investment worth around 6m impressions ended up generating 45m impressions. On Twitter, Montreal Pizza became a trending topic in Canada, and Vancouver Pizza a trending topic worldwide.

The campaign made the news on national channels. In the end, the story was even picked up internationally: the campaign was mentioned in the famous Sports Illustrated magazine. The Vancouver Pizza campaign got coverage in USA Today, and on ESPN.

The campaign secured Boston Pizza’s top of mind status. Unaided top of mind awareness points doubled. Sales augmented by 12.48% according to Same Store Sales Growth.