Boston Pizza calls out festive fakers

The restaurant is launching its first mass media campaign to promote its gift cards with a series of digital and TV spots.

Boston Pizza is calling out bad gift givers and those who pretend to like their presents with “Festive Fakery,” a holiday campaign to promote its gift cards.

With creative by Taxi and media by PHD, the campaign is targeted at adults aged 25 to 49 with a slight male skew. It relies primarily on digital pre-roll and display buys on sites like and, as well as a “Festive Fakery” microsite, and TV ads across conventional and specialty channels, including CTV, Food Network, Global and Discovery.

The pre-roll and TV creative includes five different spots, all of which feature sets and characters designed entirely from felt. Each spot depicts a different tactic people use to pretend to like a bad gift, like the “lost for words” and the “receipt seeker.”

Boston Pizza is supporting the campaign with in-restaurant promotion and is leveraging its sponsorship ties to NHL teams like the Calgary Flames and Vancouver Canucks through rink board ads. The brand is also asking consumers to share their “Festive Fakery” stories through Facebook and Twitter with the hashtag #FestiveFakery.

Joanne Forrester, VP of marketing, Boston Pizza, says that the campaign marks the first time Boston Pizza has launched a mass TV and digital campaign to promote its gift cards.

She says Boston Pizza opted for a heavy digital and social approach because it wanted the campaign to be readily shareable, allowing the brand to generate added buzz and keep itself top of mind in the cluttered holiday season.

The TV creative will be in market until the week of Dec. 9, and the rest of the campaign will end Dec. 24.