Boston Pizza unveils new ribs, 'Ribneck' marketing campaign

June 18, 2013

Boston Pizza has launched new, slow-roasted pork back ribs and a marketing campaign inspired by rib culture.

To promote the new ribs, Boston Pizza created a campaign featuring characters called "Ribnecks," defined as the "ultimate rib experts from the South." A "Ribneck" family is featured in the new creative, with each member declaring their appreciation for Boston Pizza's new ribs.

Accompanying the campaign is an unbranded, 60-second infomercial for "Rib Stain Camo" t-shirts. The t-shirt features a camouflage pattern of rib sauce stains which hide any new stains that could be created when eating Boston Pizza's ribs, according to a news release. The shirts are available for sale at for $14.99 plus shipping and handling.

To link the two campaigns together, a 15-second variation of the Ribneck commercial will be released showing a character wearing the t-shirt and the hashtag #RibbinIsLivin appears in each campaign.

"In keeping with our distinctive brand personality, the Ribneck and Rib Stain Camo campaigns simultaneously entertain our guests while also making them aware of our new, improved ribs," said Alex Green, vice president of Marketing, Boston Pizza International. "We want to stand out from the crowd, not just for our delicious and varied menu, but also for being known as a brand that puts a smile on your face and makes you happy."

Rib Stain Camo is supported with an online media buy and social media campaign. Ribnecks creative includes a 30-second and 15-second commercial, in-store POS and the website

The new ribs are served with a choice of six sauces, including limited-time options Pizza-Q and Buffa-Q, made with Boston Pizza's signature BBQ sauce and combined with either pizza or Buffalo wing sauce.

In addition to the ribs, Boston Pizza has also unveiled its summer menu, which includes Caesar Pizza (BBQ chicken pizza featuring Caesar spice on Boston Pizza's signature hand-pressed dough), tacos (grilled soft tacos topped with grilled chicken or breaded jalapeño shrimp), a Surf 'n Turf Burger and strawberry pecan salad. Guests can enjoy the summer menu at 350 locations across Canada until August 18.

TAXI Canada created and produced the Ribneck and Rib Stain Camo creative campaigns with PHD executing media strategy and High Road Communications supporting with public relations.

Read more about food promotions.

Topics: Food & Beverage , Marketing / Branding / Promotion

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