Pizza Pizza opts for The Real Thing

Pizza Pizza has named Coca-Cola as its exclusive soft drink supplier.The announcement ends a six-year exclusive-supplier relationship between Pizza Pizza and Pepsi-Cola.With over 250 Ont. locations, Pizza Pizza is the largest pizza chain in the province and the largest food home...

Pizza Pizza has named Coca-Cola as its exclusive soft drink supplier.

The announcement ends a six-year exclusive-supplier relationship between Pizza Pizza and Pepsi-Cola.

With over 250 Ont. locations, Pizza Pizza is the largest pizza chain in the province and the largest food home delivery chain in Canada.

Coca-Cola says the new contract includes opportunities for co-sponsorships and cross-promotions between the two firms.

Campbell Soup labels loonie

campbell Soup has launched a national winter soup promotion called ‘Super Loonie Labels.’

The program, which began in Jan. and runs through March, follows a successful 1992 winter promotion called Making Winter Fun.’

Developed and executed by Toronto promotion house Sales Promotion Services, Super Loonie Labels involves 100 million specially marked cans of soup and an extensive advertising campaign.

A number of national advertisers, including Canadian Pacific Hotels and Resorts and P. Lawson Travel are participants in the program.

Molson sponsors benefit

Molson Breweries has renewed its three-year sponsorship of the annual Dancers for Life Benefit to help raise money to combat AIDS.

As well, Molson has announced it will donate a portion of its sales profits from Feb. 8 to March 8 to the AIDS Committee of Toronto.

Dancers for Life is one of a number of Molson-sponsored initiatives that have raised more than $1.2 million for AIDS charities.

In 1992 Molson sponsored the Laughing Matters comedy benefit and a concert by opera star Leontyne Price to raise funds to combat AIDS.

Bridgestone/Firestone signs NHL veteran

Bridgestone/firestone Canada has signed former Montreal Canadiens great Larry Robinson as its 1993 national spokesman.

Robinson, a 19-year National Hockey League defenceman with Montreal and the Los Angeles Kings, has worked with Firestone for the last few months on a successful regional promotion in Montreal.

The company and Robinson will now take the campaign national.

Robinson, a nine-time all star, will also contribute to Bridgestone radio ads and make personal appearances at Firestone Tire and Automotive Centres and dealers across the country.

Pepsi sets up enquiry line

Pepsi-cola Canada Beverages has set up a toll-free customer enquiry line.

The line (1-800-433-2652) allows Pepsi to respond to consumer enquiries about the environment, contests and other promotional campaigns, product formulations, nutrition, new products and other matters.

The toll-free line will be promoted on containers of Pepsi-Cola, Diet Pepsi, 7-UP, Diet 7-UP, Dr. Pepper, Mountain Dew, Crystal Pepsi and Diet Crystal Pepsi.

The 1-800 number is already operational in Ontario. It runs from 8:00 a.m. to 8:00 p.m. Eastern Time. A national roll-out is planned for the line this summer.

A 1-800 Pepsi number has been used in the u.s. for a number of years. It now averages 200,000 calls a year.

‘Definitely Dutch’ builds cheese awareness

the dutch Dairy Bureau has launched a marketing campaign, ‘Definitely Dutch,’ to build awareness in Dutch-style cheeses imported into Canada from Holland.

Just under half the Dutch Edam- and Gouda-style cheeses sold in Canada are imported from countries other than Holland.

In 1992, Holland exported 1,189,240 kg. of cheese to Canada.

The Definitely Dutch market strategy incorporates point-of-sale materials, enhanced product identification, lifestyle articles in newspapers and magazines and participation by the Dutch Dairy Bureau in The Winter Garden of the Royal Winter Fair in Toronto.

Cathay Pacific under review

The international account for Cathay Pacific Airways, valued at u.s.$35 million, is under review and incumbent agency Leo Burnett is not taking part.

Leo Burnett of Toronto will continue to handle the $1 million Canadian portion of the business until a new shop is in place.

Caroline Schroeder, assistant manager, marketing for Cathay Pacific in Vancouver, says the review is being handled in Hong Kong and she expects a decision by mid-summer.

DDB wins Royal Bank project

The royal Bank has completed its creative search and assigned a spring campaign to DDB Needham, Toronto.

Royal Bank went beyond its agency pool for the multi-media project but its roster of agencies will remain unchanged.

MacLaren:Lintas handles Royal Bank’s English-language advertising; Allard/SMW of Montreal has the French-language portion; and Geoffrey B. Roche & Partners of Toronto takes care of the community banking business.

Other agencies used include Fieldstone of Calgary, FCB Direct, MacLaren Direct and Allard Direct.

B.C. Packers picks creative trio

British Columbia Packers has assigned a project for its Cloverleaf brand tuna to Vancouver shop, Wasserman Cozens Dundon.

The campaign is expected to break later this year.

The company has assigned its advertising on a project basis since splitting with J. Walter Thompson in 1991.

B.C. Packers sells canned fish under the names Cloverleaf, Paramount, Red Rose and Bumblebee.

OFDC ends search

The Ontario Film Development Corporation has picked Fraiman Design of Toronto to handle creative for its account, which is primarily print.

The annual budget is estimated at under $500,000.

Cossette gets Realty World

The vancouver office of Cossette Communication-Marketing is the winner in the Realty World – Canada review.

Previous agency was FCB Ronalds-Reynolds.

Realty World, based in Burnaby, B.C., has a network of more than 180 independently owned and operated locations in all provinces except Quebec and Newfoundland.