There’s nothing Bostonian about Boston Pizza. The casual dining brand opened its first restaurant in Edmonton 60 years ago. Still, after the Bruins eliminated the Maple Leafs from the Stanley Cup Playoffs on Saturday, it’s only fitting that Boston Pizza would provide disappointed Toronto fans with some much-needed catharsis. Enter the BP Rage Room.

“The BP Rage Room encourages fans to let out their emotions so we can refocus on a singular goal: bringing hockey’s coveted prize home to Canada where it belongs,” explains Peter Blackwell, SVP marketing and communications, Boston Pizza International.

Mounted on the back of a semi truck, the rage room is “equipped with all the tools necessary to safely smash, break, and even weep,” says the brand.

The mobile unit is part of Boston Pizza’s campaign that encouraged all Canadian hockey fans to put aside their regional rivalries in order to support any homegrown team that had the chance to bring home the cup, which hasn’t been won by a Canadian team since 1993. In addition to the rage room, the restaurant unveiled a new playoff menu including drinks and shareables.

“We wanted to engage hockey fans. Given it’s been 30 years since a Canadian team has won it all, it felt appropriate for us to really tap into the shared sense of defeat that a fanbase feels when their team is eliminated. The Rage Room was intended to share the fans’ frustration in a classic BP, light hearted way,” explains James Kawalecki, VP marketing, Boston Pizza

The BP Rage Room was at Boston Pizza’s Scarborough Town Centre location, 400 Progress Ave until Monday (May 6) afternoon. UM Canada was responsible for the media buy and social interactions for this campaign. Camp Jefferson is the creative AOR for BP and PR outreach was handled by Heads & Tales.