Boston Pizza

Steve Silverstone - EVP, Mktg.
Joanne Forrester - VP, Mktg.
James Kawalecki - Mktg. Manager

TAXI Canada Ltd. *Lead Agency

Darren Clarke - Executive Creative Director
Anna Halfpenny - Acct. Director
Brooke Hennessy - Sr. Designer
Niall Kelly - Creative Director
Sean McDonald - Director, Digital Strategy
Edith Rosa - Group Acct. Director
Natalie Street - Acct. Manager

In Canada, the NHL playoffs are the ultimate springtime tradition. It's not only a time when men gather to watch the games and experience history-making moments, but also a time when restaurants work overtime to draw men into their establishments. Rather than compete on price or offer, Boston Pizza (BP) decided to launch a new product, the Pizzaburger, to create its own historical moment. The 353,000 sold during the campaign made it the biggest product launch in BP's history and as memorable a moment as any in the 2013 playoffs.