News

Boston Pizza launches All Meat Wings ahead of NHL playoffs

April 10, 2012

Ontario-based Boston Pizza International has added All Meat Wings to its menu, with the same taste as its traditional wings, but with twice the meat and no bones.

Guests can order All Meat Wings in 20 flavors including Salt and Pepper, Honey Garlic and the signature Hot Wings.

"Building on the tremendous success of last year's re-launch of our wing program, we set out to develop a whole new category of wings just in time for NHL playoff season," said Joanne Forrester, vice president Marketing, Boston Pizza International Inc. "We wanted to offer our guests more meat with less mess, without sacrificing any of the great flavor - so we took the bone out and kept the meat in."

To support the introduction of All Meat Wings, Boston Pizza launched an integrated, national marketing campaign highlighting the development of the food innovation. The campaign shows how Boston Pizza commissioned the help of renowned food innovator Terry Peters. The fictional foodie is best known for discovering more than 400 revered creations from the 'seedless watermelon' to 'piggies in a blanket' and now can add another win to his roster – the All Meat Wings.

The campaign consists of 60-second, 30-second and 15-second spots, radio, online banners and page takeovers, social media and public relations. TAXI Canada Ltd. created and produced the creative with PHD executing the media strategy and High Road Communications for public relations.

"With TV, radio, online and social media tactics in market throughout the playoffs, we believe our core guests will love the campaign and help establish All Meat Wings as another successful food innovation at Boston Pizza," Forrester said. "In addition we'll be featuring a full playoff menu and have just about every game covered on the big screen TV's in our sports bars, making Boston Pizza the perfect destination for all you hockey and eating action."

Read more about food and beverage launches.