Boston Pizza's new ad campaign features real Canadian stories

    Inspired by real stories of Boston Pizza restaurants reaching out to
    communities and guests across Canada

    RICHMOND, BC, March 31 /CNW/ - Today, Boston Pizza International Inc.
announced the launch of its new national television ad campaign which airs on
major networks and specialty channels across Canada. The campaign launches
with three 30 second TV spots based on real stories from Boston Pizza's
Gravenhurst, Ontario, Sackville, Nova Scotia, and Edmonton, Alberta
restaurants. Each spot tells a story about the local franchisee, employees,
and guests and how Boston Pizza brings communities together.
    "The idea of making a Boston Pizza restaurant the hub of the community is
deeply engrained in our corporate culture," says Joanne Forrester,
vice-president of marketing - corporate services, Boston Pizza International.
"We create a fun and welcoming experience where people feel at home and among
friends while dining at our restaurants. Through the Boston Pizza Foundation,
we go above and beyond to reach out to communities and get involved in
whatever way we can to make a difference by supporting local schools, sports
teams and charities."
    The new commercials were created by Toronto-based ad firm Lowe Roche.
    "The inspiration for this campaign came from the many stories we heard of
how Boston Pizza genuinely reaches out to each community they serve across
Canada every day," says Scot Keith, vice-president and general manager, Lowe
Roche. "This sentiment is captured in the line 'Come on in to Boston Pizza and
find out what the story is,' which is a great call to action for guests to
make their own memories at their local Boston Pizza restaurant."

    The new TV Spots

    The Gravenhurst spot highlights the tradition of the local Boston Pizza
    franchisee who checks the ice on Lake Muskoka and signals to the
    anxiously waiting guests inside that the ice is ready for play. With a
    "thumbs up" the crowd cheers and the fun begins. The inspiration for this
    ad came from the community's annual hockey tournament, which truly
    captures the spirit of Gravenhurst in the winter time. The spot shows the
    unique design concept of the Boston Pizza Gravenhurst restaurant which is
    located right along the lake and features fantastic patios for summer
    time dining, creating a fun and unique meeting spot for locals and
    visitors alike.

    The Sackville spot celebrates the Marchand family who came out to the
    Boston Pizza in Sackville to watch their boy, Brad, score the first goal
    of the 2008 World Junior Championships hockey game. Boston Pizza is proud
    to have been a place where the Marchand family and local residents came
    together to celebrate history in the making. The ad features actual
    Marchand family members including Brad's mother, sister and grandparents
    who watched the game live at Boston Pizza in Sackville.

    "Boston Pizza has been a major sponsor of Hockey Canada for many years,"
    says Bob Nicholson, president and CEO of Hockey Canada. "The players that
    represent our national teams come from towns and cities all across
    Canada. The support they receive from their friends and family that are
    watching at home or at a Boston Pizza is inspirational and provides the
    determination that our players need to succeed at all levels."

    The Edmonton spot is about The Russells, a local family who have had a
    standing reservation every Friday night at the Fort Road Boston Pizza for
    more than 23 years. The employees have gotten to know them well - they
    know their favourite dishes and treat them like family. This story is the
    essence of Boston Pizza's tagline "you're among friends" and celebrates
    the many families who have made a tradition of enjoying great food and
    creating memories at Boston Pizza.

    "Our new ad campaign emphasizes and demonstrates Boston Pizza's
commitment to reaching out to the community and supports the three pillars of
our business strategy: franchisee profitability, enhancing the brand, and
improving the customer experience," says Mark Pacinda, president, Boston Pizza
International Inc.
    "The ads reflect that a franchisee who has real connections with the
local community is building their business every day. Boston Pizza continually
improves the guest experience by going above and beyond and treating our
guests like family, and that's what you are going to see in these new spots,"
adds Pacinda.

    About Boston Pizza

    Boston Pizza International Inc. is Canada's No. 1 casual dining brand
with nearly 300 restaurants in Canada and 2007 system sales of $755 million.
The company has been recognized as one of Canada's 50 Best Managed Companies
since 1993. Boston Pizza International Inc. is headquartered in Richmond,
B.C., and has regional offices in Mississauga, Ontario, and Laval, Quebec, to
support its expansion. For more information, visit

    About Lowe Roche

    Lowe Roche has been one of Canada's top creative agencies since Geoffrey
Roche opened the agency in 1991. The agency has won over 1,000 creative and
results awards and recently dominated the 2007 Digital Marketing Awards with
13 awards in total. Lowe Roche specializes in developing 360 degree integrated
brand campaigns for clients such as Audi, Boston Pizza, Bel Cheese, Nestle
Purina, Johnson & Johnson, Nestea and Stella Artois International. Highly
creative work for these clients helped to recently catapult Lowe Roche into
winning Marketing Magazine's 2007 Agency of the Year Award.

For further information:

For further information: Laurie Weir, Trillium Corporate Communications
Inc., Direct: (416) 322-3030 ext. 239,; Joanne
Forrester, Vice President, Marketing, Boston Pizza International Inc., Direct:
(604) 303-2175,

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