Since wings are to hockey what hot dogs are to baseball, it’s no surprise that Boston Pizza is trying to win over hockey fans with a first-ever offering – all meat chicken wings.
In a drive to build enthusiasm for the restaurant chain during hockey playoff season, agency of record Taxi is introducing fictional food innovator Terry Peters, who takes centre stage in launching the boneless wings.
Last year saw the re-launch of Boston Pizza’s wing program, which included the introduction of wing critic Carl Carlson, the fictional president of the Professional Wing Critics Association who would comments on the “nibs” and “nubs” of each wing.
Darren Clark, creative director at Taxi, said the agency likes to switch things up instead of following a formulaic approach to creative, hence the move to a new character that seems part motivational speaker, part Kenny Powers.
“We’re trying to disrupt the category by changing its vernacular and transforming the wing segment with an all meat wing,” Clark said.
“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,” said Joanne Forrester, vice-president of marketing for Boston Pizza International, in a statement.
The national campaign features 15-, 30- and 60-second TV spots in addition to radio, online banners, page takeovers, social media (including a Facebook page) and a public relations push.
PHD had the media strategy mandate, and High Road Communications was in charge of public relations.
The campaign will run throughout the hockey playoff season.
