Articles and News

Proud Habs Supporter and of Outdoor!
May 2014

As part of the second round in the 2014 Stanley Cup playoffs between the Montréal Canadiens and Boston Bruins, Boston Pizza launched an offensive rush to promote the arrival of P.K. Subban as a spokesperson for the Canadian restaurant chain. To do so, Boston Pizza specifically chose Tri-Vision Posters from OUTFRONT Media, and took advantage of their potential by running back-to-back messages. The first one definitely would have piqued the curiosity of everyone in Montreal upon seeing, “P.K. (Loves) Boston”. Fans breathed a sigh of relief as Boston Pizza played the humour card for the second message, which always pays off in Outdoor advertising!

The campaign was created in record time thanks to the cooperation of all the players involved: Boston Pizza, their creative agency ZIP, media agency Touché! PHD, and OUTFRONT Media.

Boston Pizza knew there was no better time to renew its advertising initiative as a proud supporter of the Canadiens. When Montreal and Boston last faced off in the 2011 playoffs, OUTFRONT Media Posters were used to make clear who the restaurant was rooting for, crossing out “Boston” so that the ads read, "Montréal Pizza". A love story that never ceases to amaze us.

Do not hesitate to contact your OUTFRONT Media Account Manager for winning strategies that will help you score points like P.K. himself!


Creative: ZIP communication
Media: Touché! PHD
OUTFRONT Media. Always On.

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