Boston Pizza International: The Joy of Finger Cooking

This Canadian campaign, for Boston Pizza International, a fast food chain, focussed on the client's USP: the variety of its menu, when compared to those of its rivals.

Boston Pizza International: The Joy of Finger Cooking

TAXI Canada

Section I — Basic information

Business Results Period (Consecutive Months): September 2010–February 2012

Start of Advertising/Communication Effort: September 2010

Base Period as a Benchmark: September 2009–August 2010

Section II — Situation analysis

a) Overall Assessment

In the casual dining category, Take Out and Delivery (TOD) has become the fastest-growing segment. As Canada's #1 casual dining chain, Boston Pizza wanted to be a leader in this segment. As a result, they needed to try something different, something that would break through the clutter of a category dominated by quick-service...

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