Boston Pizza welcomes new pasta features with light-hearted campaign
poking fun at foodies
MISSISSAUGA, ON, Jan. 28, 2013 /CNW/ - Boston Pizza International today
introduced a new feature menu offering delicious pasta creations set to
satisfy a range of appetites and tastes. New dishes include: Pulled
Pork Penne, Pasta Nachos, Butter Chicken Fettuccine and the Massive
Meatball Spaghetti —a hearty six ounce meatball surrounded by a
signature sauce. The seven new, delicious pasta dishes, available until
March 24, offer guests refined flavours, unique ingredient combinations
and a promise to impress taste buds across the country.
"We love surprising our guests with innovative and unexpected twists on
popular food items," says Director of Culinary and Executive Chef
Michael Gray. "With our latest pastas, something as simple as nachos is
transformed into a completely new taste experience and a trendy
ingredient like pulled pork takes on a different form."
To introduce the pasta feature, Boston Pizza has launched a
tongue-in-cheek campaign warning guests that the latest pastas run the
risk of converting them from a casual food lover into a pretentious
foodie. This humorous approach is designed to highlight how the
superior quality of ingredients might make an everyday guy suddenly
feel like a food connoisseur. The TV spot cautions potential guests
with the tagline, "Careful you don't become a foodie".
The integrated, national campaign, beginning January 28, consists of
30-second TV spots along with online banners and page takeovers, social
media and public relations. TAXI Canada Ltd. created and produced the
creative with PHD executing the media strategy and High Road
Communications for public relations.
About Boston Pizza
Boston Pizza International Inc. is Canada's No. 1 casual dining brand
with more than 340 restaurants in Canada. Annually, Boston Pizza serves
more than 40 million guests. The company has been recognized as one of
Canada's 50 Best Managed Companies. Boston Pizza International Inc. is
located in Richmond, B.C., and has regional offices in Mississauga,
Ont., and Laval, Que. For more information, visit www.bostonpizza.com.
SOURCE: Boston Pizza International Inc.
For further information:
Director of Communications, Boston Pizza International
High Road Communications