boston Pizza

We launched a provocative proposition to sports fans across the country - could you root with your rivals for the good of your country? It ignited the nation into a spirited debate while thrusting Boston Pizza into the forefront of the playoffs conversation and fans into the restaurants.

Put an end to a multi-year dine-in decline by getting hockey fans to to watch the playoffs at Boston Pizza versus the comforts of home.

Despite fierce rivalries, Canadian hockey fans have one thing in common: 30 years of suffering! The last time a Canadian team won the Stanley Cup, people were still visiting Blockbuster and trading Beanie Babies on eBay. The tension between team loyalty and Canadian nationalism led us to a provocation for sports fans who love to debate: could you root with your rivals for the good of your country?