A brilliant marketing scheme was thought out by Boston Pizza during the Stanley Cup Playoffs about 4 months ago. While the restaurant chain’s website immediately made their change after the Boston Bruin’s won their series, the mastermind for this marketing move took place last year when there seemed like a chance that Boston would play against the Canucks at some point. In order to show their support for the city’s hockey team, Boston Pizza ordered rebranding materials for all of its 62 B.C. locations. The restaurants received banners to hang over their current sign and stickers to cover up the Boston Pizza logos on the pizza boxes. The staff was also required to answer the phone with “Hello, Vancouver Pizza.”
While all of this re-branding only costed $20 000 for all the locations in B.C., Boston Pizza reinforced their relationships with their customers within the province. Their use of customer relationship management is superb in that they were able to send the right message at the right time during the critical moment when the city was tense about the Stanley Cup Finals. They made the most about of this event by featuring special Canucks menus and chances to win a seat in the playoffs. Without costing an enormous amount in advertising and marketing, Boston Pizza was able to feed off the popularity of the Canucks by cleverly incorporating their support for the team into their brand.
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