Boston Pizza: Pizzaburger

This case study describes the launch of a new product by Boston Pizza, the fast food chain, targeting Canadian fathers aged 25-54 in an emotional campaign.

Boston Pizza: Pizzaburger

Agency: Taxi Canada Ltd.Client: Boston Pizza Intl.

Section I — Basic information

Business Results Period (Consecutive Months): April–May 2013

Start of Advertising/Communication Effort: April 1, 2013

Base Period as a Benchmark: April–May 2012

Section II — Situation analysis

a) Overall assessment

Executive summary:

This case study outlines the successful launch of Boston Pizza's new product innovation, the Pizzaburger. This launch was the most successful new product introduction in Boston Pizza's history. What fuelled its success? A unique and innovative product that not only tasted great, but when combined with a compellingly...

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