Boston Pizza goes boneless

The restaurant is looking to build on last year's success in wing sales, with a new campaign and fictional character.

Boston Pizza is attempting to show up its competition during the hockey playoff season with a boneless wing created by a fictional culinary expert.

Last year the restaurant called upon the “Professional Wing Critics Association” to weigh in on its wings and now the spotlight has turned to Terry Peters, a (fictional) “world-renowned food innovator” who is said to have created Boston Pizza’s new All Meat Wings.

The restaurant/sports bar is introducing the man who claims to be the brains behind the “seedless watermelon” and “piggies in a blanket” with a campaign with creative from Taxi and media by PHD, spanning TV, radio, online and social media.

Last year’s “Flatties & Drummies” campaign was a success, with a 162% increase in sales attributed to the effort, as compared to 2010 wing sales. Joanne Forrester, VP of marketing, Boston Pizza, says that the brand wanted to build on that momentum with a “wings 2.0” campaign that will make a bigger impact through the introduction of a new and innovative food offering.

“When you look at some of the advertising we’ve done in the last couple of years, we’ve developed what we believe are key drivers for brand success. [And] one of them is around developing ownable properties,” she says. “Instead of coming out and saying that we have a new wing, we hire a food innovator and produce a high-impact campaign, launching during the playoffs when we know there will be high audience numbers. For us, it goes back to making the ordinary the extraordinary and telling a story in a unique and compelling way.”

Rolling out this week and continuing to drum up excitement until June 9, the campaign will see 60-, 30- and 15-second spots air on national channels, including CBC and TSN, during the playoffs. Along with the TV spots that target men aged 25 to 54, there will be online ads on sports sites including,, and Yahoo! Sports, as well as on The Score’s mobile platforms.