Boston Pizza Unveils New Brand Positioning


MISSISSAUGA, Ont. — Boston Pizza is unveiling a new brand positioning to reinforce its identity as a destination for Canadian sports fans.

The tag line “We’ll make you a fan” will be promoted in the brand’s upcoming video advertisement introducing its renewed vision. “Our new positioning gets at the heart of what Boston Pizza is all about — a place for Canadians to connect over two things they love: sports and food,” said Steve Silverstone, EVP of Marketing for Mississauga, Ont.-based Boston Pizza International. “Nearly every Canadian has some kind of connection to sports — whether as spectators, participants, players, coaches, managers or parents who drive their kids to and from practice. Boston Pizza is the restaurant where you can show up with a group of 20 kids wearing soccer cleats or with a buddy after a game of pick-up hockey.”

The new campaign will feature various fan profiles, which will appear in TV advertisements and in the company’s social-media campaign.

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