Boston Pizza unveils Pizza Taco, Pizzaburger sliders

April 15, 2014

Boston Pizza has introduced new menu items, including the Pizza Taco, the Calzono and the Pizzaburger sliders. These offerings join the brand's original Pizzaburger, chicken club with a pizza dough bun, pizza bread and calzones.

According to a news release, to promote the new items, Boston Pizza has kicked off a new marketing campaign, tagged Pizza Game Changers. On the website, customers can vote for their favorite "innovative idea" from the brand, such as pizza mints, a gas-powered pizza cuter, a pizza cheese clipper or the pizza cake. The winning innovation will be made by Boston Pizza and will be available this summer.

"Just in time for (NHL) playoff season, we're introducing our greatest pizza innovations yet," VP of Marketing Joanne Forrester said in the release. "The Pizza Game Changers campaign allows Canadians to not only explore our limit-pushing new menu items and pizza innovations, but to have the opportunity to take the reins and tell us what pizza innovation they'd like to see next."

In addition to the website, the campaign also includes a 30-second TV spot introducing Boston Pizza's Chief Pizza Innovator reminiscing on past Boston Pizza innovations and introducing the Pizza Taco. A 15-second version was also produced along with online banners and page takeovers, social media and public relations. TAXI Canada Ltd. created and produced the creative with UM executing the media strategy and High Road Communications for public relations.

"We have a history of offering our guests the best in pizza innovation, and this spring's new menu items are no different," said Michael Gray, Director of Culinary and Executive Chef at Boston Pizza. "For 50 years we've been making our pizzas with fresh, hand-pressed dough, and now we're changing the pizza game again with our latest innovations sure to please everyone's palate."

The new menu items feature:

  • The Pizza Taco: A chipotle chicken and bacon taco with a pizza for a shell. Also available with Pulled Pork;
  • The Sriracha Chicken Pizza, a pizza topped with Sriracha pizza sauce and chicken, mozzarella and sesame seeds;
  • The Calzono: Stuffed with seasoned beef, cheesy queso dip, black beans, roasted corn and peppers, rice, tomatoes, cheddar, mozzarella and spicy banana peppers;
  • Pizzaburger sliders; and
  • Candied-bacon carrot cake.

The new items will be available in Boston Pizza locations across the country until June 1.

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

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