This project was developed as part of a school assignment based on The National Advertising Challenge (NAC), where I had the opportunity to collaborate, design and execute a captivating campaign for the Boston Pizza brand.

NAC Linkage

Boston Pizza Project

Tool:
Photoshop

Year
2023

Project Challenge: Canadians are Unaware that Boston Pizza is Canadian.

Target Audience: Canadians 18-45

Campaign Board

This project aims to create a campaign that celebrates the 60th anniversary of Boston Pizza while highlighting its Canadian roots. The objective is to increase awareness among Canadians of Boston Pizza's Canadian roots.

Experiential / Engagement

Strategy and Creative Rationale

Prove your veins run maple: Special Canada Day promotion to celebrate BP's 60th anniversary and showcase its Canadian pride. A special trivia game night event will be held at BP locations nationwide, where people can compete to prove how Canadian they are and create unique and joyful memories. Using social media will help promote the events and generate buzz nationwide. Also, there would be promotional products like special packaging, stickers, glass, etc.

For the Canada Day promotion, Boston Pizza will also offer discounts to customers dressed in Canadian-themed attire, such as wearing red and white or sporting a maple leaf.

Celebrating Canadian Culture: Various symbols have been designed and illustrated to represent different aspects of Canadian culture. Boston Pizza was founded in the 1960s, a big year for Canada in terms of culture and important events. The idea is that Boston Pizza was there when Canada was making history. Boston Pizza can position itself as a proud Canadian restaurant and brand by associating itself with these iconic Canadian symbols and events.