The solution was to create and sell Rib Stain Camo T-shirts, the summer’s must-have apparel for rib fans. Rib Stain Camo was designed to hide all the spills and splatters that come with eating a saucy plate of ribs. We used the T-shirt to build awareness and as a way to invite rib lovers to test the shirt and our saucier new ribs.

Rib sales increased 70% in the first month of the campaign. Boston Pizza sold out of Rib Stain Camo T-shirts in the first 3 weeks of the campaign, despite printing 3 more batches of the T-shirt to try to keep up with the unexpected demand.