Boston Pizza launches octagon-shaped pie for UFC event

July 18, 2012

As the excitement builds for the upcoming Ultimate Fighting Championship Pay-Per-View event in Calgary, Alberta, Boston Pizza will introduce an octagon-shaped pizza on July 21 at 22 locations in the market.

Boston Pizza, the Official Sports Bar of UFC Canada, will host Saturday's event – UFC 149: Faber vs. Barao.

"At Boston Pizza we share in UFC fans' passion and love for the sport and wanted to demonstrate that by providing fans with an ultimate eating experience that they can't get anywhere else," said Steve Silverstone, executive vice president of Marketing at Boston Pizza. "The Octagon Pizza from Boston Pizza is a great way for us to offer our guests an enhanced UFC experience before they head to the fight or when watching Pay-Per-View events with friends and family at Boston Pizza."

Octagon Pizzas are available in large size on classic dough in any of Boston Pizza's gourmet and create-your-own pizza varieties. They can be ordered for dine-in at participating locations in Calgary on July 21, and will also be available in Calgary for future UFC Pay-Per-View events.

Additionally, Boston Pizza will roll out the Octagon Pizza at participating restaurant locations across Canada for future UFC Pay-Per-View events.

Tough Enough Facebook contest

In tandem with the launch of the Octagon Pizza, Boston Pizza is sponsoring a national contest on the UFC Canada Facebook page. The contest, called Tough Enough, launched this week and gives UFC fans from across Canada the opportunity to win the ultimate UFC 152 weekend in Toronto Sept. 22-23.

To prove if they are "Tough Enough" for the UFC, Canadian UFC fans will be asked to choose from a list of embarrassing, predetermined Facebook status updates and post them to their profile such as, "There's nothing wrong with picking out baby names on a first date, right?" and "Just settling in for a 'Say Yes to the Dress Marathon.' The grand prize winner will receive two seats near The Octagon for the next Canadian UFC fight, a backstage tour, flight and accommodations, $200 BP gift card, $500 in spending cash and UFC merchandise.

Canadians will be encouraged to participate daily in updating their Facebook status, and each status update will act as an entry to the contest. The contest will be held at To raise awareness of the campaign, Boston Pizza will takeover and sponsor the UFC Canada email newsletter.

"The introduction of Octagon Pizza coupled with the launch of the Tough Enough contest shows just how enthusiastic Boston Pizza is about being the Official Sports Bar of UFC Canada," said Tom Wright, UFC director of Canadian Operations. "Boston Pizza is giving fans the next best experience to being at the fight live and we're thrilled to have them as our partner in Canada."

Read more about marketing, branding and promotions.

Topics: Food & Beverage , Marketing / Branding / Promotion , Online / Mobile / Social , Operations Management

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