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Boston Pizza unveils documentary-style marketing campaign

Canada-based Boston Pizza unveiled a new brand positioning featuring the tagline ‘We’ll Make You A Fan’ that began Feb. 21 with a 30-second brand essence spot to introduce the campaign.

February 26, 2015

Canada-based Boston Pizza unveiled a new brand positioning featuring the tagline ‘We’ll Make You A Fan’ that began Feb. 21 with a 30-second brand essence spot to introduce the campaign, the company said.

Boston Pizza has more than 360 locations in Canada. Last year the company celebrated its 50th anniversary, built 14 new locations, renovated 53 and crossed the $1 billion sales mark. 

The new campaign evolved from 2010 marketing intended to distinguish the brand from the "sea of sameness." Utilizing a documentary-style approach, the campaign will profile characters who are connected to the world of sports to find out why they are fans of Boston Pizza.