The insight was to leverage the traditional, but ridiculous, ‘best wings’ competition among restaurants. So we invented a non-objective, third party, professional wing critics association called ‘Flatties & Drummies’ and let them tell people BP had great wings.

The campaign consisted of an 8-week TV buy, with a heavy focus on NHL playoff hockey; in-store POS materials, including a personalised wings menu and chicken wing cartography guide book; Facebook dominations; online banners; online and Xbox pre rolls; a YouTube presence; and a dedicated microsite, flattiesanddrummies.com.

The goal of increasing sales by 50% was exceeded within the first 2 weeks of the 8-week campaign. In fact, wings sales were triple the estimated growth, with total sales yielding +$6.5m, an increase of +162.3% VYAG.* Boston Pizza’s wings soon became the fastest-selling menu item in their 47-year history. The campaign was doing its job. With this kind of sales growth, it is evident that we were starting to change perceptions and to position BP as a destination for wings.*Note to Cannes: sales figures are not for publishing.