Boston Pizza’s latest campaign aims to end Canada’s playoff drought by encouraging hockey fans to “Manifest the Win.” The initiative marks a shift in the usual brand media strategy, which now places a greater emphasis on streaming and podcasts to reach its target audience.

The campaign, with media led by UM, creative led by Mekanism (formerly Camp Jefferson and Jungle Media) and PR by Heads+Tales, is anchored by a 30-second video dubbed “Parade Bus,” which relies on the ever present “let’s start planning the parade” banter that emerges among hockey fans after just one win. As Canadian teams advance through the playoff rounds, 15-second ads will air, featuring a narrative thread that ties them together. In a fun twist, the ads will include a cameo from Canadian icon Chris Hadfield, who will play the humorous role of an overqualified bus driver.

The playoff campaign will be rolled out at branded locations across the country, through TV, OLV, social media, podcasts and digital platforms frequented by sports fans.

Quinn Harris, manager of connections planning at UM, tells MiC the media plan has undergone a significant shift, with a notable emphasis on streaming, particularly on Sportsnet+. Harris notes that there’s been a substantial increase in adult viewers aged 25 to 54 paying to consume playoff content on the platform, with 26% of this demo watching last year’s playoffs via Sportsnet+, a 32% increase from the previous year.

“Despite it being a part of last years strategy, there was a much larger emphasis placed on it to adapt to this change in consumption,” Harris says.

In addition to streaming, Boston Pizza is leveraging podcasting to foster a more personal connection with local audiences through content that goes beyond its current messaging. Harris says the brand experimented with podcasts on a smaller scale last year, but this year’s strategy is more ambitious, with a focus on popular sports podcasts like The Steve Dangle Podcast and OilersNation to reach highly engaged fans.

“Steve Dangle would almost exclusively be for Leafs fans, whereas Oilers Nation would be for Oilers fans. This way, we can pick and choose based on which teams will actually be in the playoffs and reach only the most leaned-in fans,” he says.

Overall, the brand is targeting “Work Hard, Play Hard” enthusiasts who thrive on the social aspect of sports and the excitement of watching games with others. This loyal fan base views game day as a special occasion, often gathering with friends to celebrate and share in the experience. Harris emphasizes that reaching this audience is crucial, as it can drive people to Boston Pizza locations.

He adds that the brand has a strong connection to hockey and has launched successful campaigns in the past, including a playoff campaign last year, “30 Years of Suffering,” that drove a 14% increase in same-store domestic sales and 11% increase in brand perception. Supported by UM’s media buying, the campaign was launched across TV and OLV, radio, social and OOH.