Role:

Copywriter (NAC Entry)

 

Client:

Boston Pizza

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Challenge:
Boston Pizza is 100% Canadian, but its name is a liability during the NHL Playoffs, the one time of year "Boston" is the enemy.

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Insight: 
American teams don’t win Stanley Cups; Canadian exports playing for them do. Fans don’t want a name change. They want the credit back.

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Idea: "Credit Where Credit Is Due"
An unapologetic reclamation of BP’s roots. We called out U.S. cities for "borrowing" our legends and turned every Canadian-scored goal into a pizza reward for the North.

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Execution:

• OOH placements in rival markets calling out US cities.

• "Credit Alerts" synced to game data, unlocking rewards the moment a Canadian scored for a US team.

• "Credit Where Credit’s Brew" pitchers and "Playbook" menus.

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Impact:

• Developed as a high-stakes entry to reposition a legacy brand during the NHL Playoffs.