Boston Pizza has found a new creative partner, naming Camp Jefferson its agency of record following a formal review.
The casual dining brand stays busy in the Canadian market, often activating around specific cultural moments, be it annual events like Father’s Day or the holidays, significant sporting events such as the playoffs, or summer patio season.
These culturally significant activations were a key part of the brand’s previous partnership with John St. and will be carried forward as Camp Jefferson takes on AOR duties, says Ian Barr, SVP and head of strategy for Camp Jefferson. He adds that the brand will continue to seek moments it can build contextually relevant advertising that resonates with consumers.
“It’s going to be important for us to dig into those creative insights and develop work that we think is best for Boston Pizza,” says Barr. “But a collaborative spirit and being invested in building our relationship with the brand is going to be paramount.”
This is especially true because the brand wanted a partner that would align with its values and desire to collaborate, according to Edith Rosa, SVP and general manager with Camp Jefferson.
“Lots of agencies do great work, of course, but we wanted to blur the line between client and agency, which is only possible when there’s a high level of trust on both sides,” says James Kawalecki, VP of marketing for Boston Pizza. “Our teams have hit it off and are already well on the way to creating standout work in a positive environment.”
The agency’s first work for the brand is expected to debut later this month.
