Boston Pizza Presents "All Meat Wings"

Launch supported by new creative campaign featuring food innovator Terry Peters.

April 10, 2012 // // MISSISSAUGA, ON - Boston Pizza International announced today a new innovation in chicken wings: All Meat Wings. The latest menu creation offers the same great taste and quality as Boston Pizza’s popular traditional wings, but with twice the meat and no bones. Beginning today, Boston Pizza guests and wing lovers can order All Meat Wings in 20 flavours including favourites such as Salt and Pepper, Honey Garlic and the always popular Hot Wings.

“Building on the tremendous success of last year’s re-launch of our wing program, we set out to develop a whole new category of wings just in time for NHL playoff season,” says Joanne Forrester, Vice President Marketing, Boston Pizza International Inc. “We wanted to offer our guests more meat with less mess, without sacrificing any of the great flavour - so we took the bone out and kept the meat in.”

To support the introduction of All Meat Wings, Boston Pizza launched an integrated, national marketing campaign highlighting the development of the food innovation. The campaign shows how Boston Pizza commissioned the help of a true master in culinary excellence, world-renowned food innovator Terry Peters. The fictional foodie is best known for discovering over 400 revered creations from the ‘seedless watermelon’ to ‘piggies in a blanket’ and now can add another win to his impressive roster - All Meat Wings.

The campaign consists of 60-second, 30-second and 15-second spots, radio, online banners and page takeovers, social media and public relations. TAXI Canada Ltd. created and produced the creative with PHD executing the media strategy and High Road Communications for public relations.

“With TV, radio, online and social media tactics in market throughout the playoffs, we believe our core guests will love the campaign and help establish All Meat Wings as another successful food innovation at Boston Pizza,” says Forrester. “In addition we’ll be featuring a full playoff menu and have just about every game covered on the big screen TV’s in our sports bars, making Boston Pizza the perfect destination for all you hockey and eating action.”

About Boston Pizza

Boston Pizza International Inc. is Canada’s No. 1 casual dining brand with more than 340 restaurants in Canada. Annually, Boston Pizza serves more than 40 million guests. The company has been recognized as one of Canada’s 50 Best Managed Companies. Boston Pizza International Inc. is located in Richmond, B.C., and has regional offices in Mississauga, Ont., and Laval, Que. For more information, visit


Perry Schwartz
Director of Communications, Boston Pizza International



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