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
Anyone can say...