Boston Pizza wings it with new campaign

Boston Pizza’s new chicken wing flavours launch with a campaign featuring a fictional chicken wing association and awards.

Boston Pizza is hoping to shoot and score with ‘Flatties and Drummies,’ a campaign promoting the debut of 14 new chicken wing sauces and rubs launched to coincide with the upcoming NHL playoff season.

Featuring the fictional ‘Professional Wings Critics Association’ and its annual awards gala, the ’2011 Crystal Wingy’s', the new campaign is targeted at men who come to Boston Pizza with their families, or with friends for sporting events, Perry Schwartz, director of communications, Boston Pizza International, tells MiC.

‘This is a fun, light-hearted campaign [brought] to life online and in social media,’ he says. ‘All of these different elements support each other and make the experience for the guest very integrated. From the ‘Flatties and Drummies’ Facebook page to the website, all of the campaign elements play off each other.’

Creative for the campaign was handled by Taxi in Toronto and the media by PHD, also in Toronto. The campaign also includes a TV commercial, which will air nationally on conventional channels, with the exception of Quebec.

The campaign continues to play off the humorous tone Boston Pizza created with its ‘Turkey Brain’ and ‘Finger Cooking’ campaigns of 2010, Schwartz says.

‘The ‘Flatties and Drummies’ chicken wings campaign is a continuation of that spirit,’ he explains. ‘What makes it different is that there are more platforms to engage the consumer and a higher level of integration with online and social media components.’