Boston Pizza: Ribbin' is Livin'

This case study demonstrates how Boston Pizza (BP), the Canadian pizza chain, created a 'Ribneck' family from the US' Deep South to feature in content in order to promote BP's ribs products.

Boston Pizza: Ribbin' is Livin'

Trevor Thomas

Campaign details

Brand owner: Boston Pizza InternationalAgency: TAXIBrand: Boston PizzaCountry: Canada

Executive summary

The 'non-traditional expert testimonial' that sold a whole lotta ribs

This case study demonstrates how Boston Pizza (BP) introduced Canadians to the Ribnecks, a family of rib connoisseurs from the US Deep South, in order that they could help Canadians get reacquainted with BP's ribs. But the Ribnecks didn't stop there; they also invented the Rib Stain Camo T-shirt and helped BP increase their overall rib sales by 56%.1

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