In the heart of Canada’s fervent hockey culture, Boston Pizza steps up to foster Canadian unity and ignite excitement for the pursuit of the Stanley Cup. With the launch of their latest campaign, “Team Up For The Cup,” the renowned casual dining chain is rallying fans across the nation to set aside their team rivalries and unite in support of Canadian hockey.
For over three decades, the coveted Stanley Cup has eluded Canadian teams, leaving fans yearning for a triumphant return to glory. As memories of past victories fade and frustrations mount, Boston Pizza recognizes the need for solidarity in the face of this enduring drought.
The campaign, spearheaded by Camp Jefferson, kicks off with a call to action for Canadians to come together at Boston Pizza locations nationwide and rally behind all teams vying for hockey’s ultimate prize. Through a series of impactful advertisements across television, online video, radio, social media, and outdoor displays, the campaign aims to kindle the spirit of camaraderie and rekindle hope in the hearts of hockey enthusiasts.
The centerpiece of the campaign, a poignant 30-second spot titled “30 Years of Suffering,” pays homage to the trials and tribulations endured by Canadian hockey fans over the past three decades. Narrated by Chris Cuthbert, the voice of hockey in Canada, the ad serves as a poignant reminder of the heartbreaks and near-misses that have defined the journey of Canadian teams in pursuit of the Stanley Cup.
Accompanying the emotional storytelling is a lighthearted yet heartfelt pledge, inviting fans to commit to supporting all Canadian teams throughout the playoffs. The pledge, hosted on the dedicated microsite TeamUpForTheCup.ca, humorously outlines the terms and conditions of fandom, including vows to cheer tirelessly and uphold superstitious rituals for the greater good of Canadian hockey.
Throughout the campaign, Boston Pizza leverages a blend of nostalgia, humor, and community spirit to engage audiences and foster a sense of belonging. From street-level ads reminiscing about bygone eras to social shorts featuring iconic super fans, the campaign celebrates the shared passion that unites Canadians from coast to coast.
By championing the cause of Canadian hockey and championing the values of unity and resilience, Boston Pizza reaffirms its commitment to bringing people together and creating memorable experiences that transcend the boundaries of sports fandom.
As the campaign unfolds, Boston Pizza invites Canadians to embrace the collective journey towards the Stanley Cup, proving that when we stand together, anything is possible. Join the movement, and let’s Team Up For The Cup.
