Boston Pizza has given new meaning to fusion fare. The restaurant chain launched a new hybrid food offering on Monday that mixes pizza and hamburger in the aptly named “Pizzaburger.”
Available at Boston Pizza locations across Canada until June 2, there are two versions of the new menu item: pepperoni and bacon, and five-cheese. Both Pizzaburgers use a half-pound prime rib burger and are baked inside pizza dough.
An integrated marketing campaign launched last week and featured teaser videos revealing the company would be revealing a new item that incorporated Boston Pizza’s hand-pressed pizza dough on April 1.
On Monday, Boston Pizza published a press release on its website as part of an April Fool’s Day joke about how the chain was “banning all buns from its menu and replacing them with pizza dough options.” But it turned out the idea had at least some truth to it. A modified press release states that a national campaign for the Pizzaburger will launch on April 8.
The tagline for the upcoming campaign is “Eat one for all those who couldn’t.” The creative takes a lighthearted look at what men in eras past may have eaten, including woolly mammoth-hunting cavemen.
The advertising creative comes from Taxi Canada. Media duties were handled by PHD. High Road Communications developed the teaser and PR campaigns.
