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Boston Pizza has launched a new ad campaign to introduce Canadians to its new online ordering tool, or what the casual restaurant chain cheekily refers to as “finger cooking.”
Through three TV ads, viewers are introduced to Bill, who explains how easy finger cooking is–you can do it while waiting for a sports clip, or lying down.
Because of the vast selection of menu items, anyone can get what they want. “You’ve got over 100 items to shove down your snack trap,” he says in one ad. In another spot, he urges viewers to give cooking the finger.
The campaign is based on the insight that guys don’t necessarily want to cook, and therefore need an easy solution, said Darren Clarke, executive creative director, Taxi Canada, the agency behind the campaign.
Clarke said the character of Bill was the best way to tell that story because he represents the everyday man.
“He’s not off-putting, he’s a likable guy you want to have a beer with,” says Clarke. “He reminds everyone of someone because he is that non-descript-but-likeable character.”
“Finger Cooking” is an English-only effort that also includes online banner ads and point-of-sale materials.
