Boston Pizza (BP) is extending awareness of its September “Kids Eat Free” offer via a parent community hub/rewards program.
The casual dining chain’s freebie is being promoted by 55 Rush’s Parent Life Network, which hosts product giveaways, as well as parent forums, and which is also running a contest to win free kids meals at BP for an entire year.
“The BP Kids Eat Free promotion is now entering its fifth year, and serves as a great opportunity for us to welcome new guests,” says James Kawalecki, VP of marketing for Boston Pizza.
He says working with the Parent Life Network enables the brand to extend awareness of its “Kids Eat Free” program to more parents across Canada, as it continues to explore new channels and approaches for its marketing.
Justin Vandenberg, SVP of sales at 55 Rush – which owns and operates the Parent Life Network – says its member benefits typically include CPG and finance brand offers. “Extending the ‘Kids Eat Free’ promotion to include the chance to win free kids meals for an entire year for one of our members is a great way to carry on this campaign with Boston Pizza,” Vandenberg says.
Camp Jefferson is handling the creative strategy, and has been working with Boston Pizza since becoming the chain’s AOR in 2023. UM is behind the media buy.
Ian Barr, SVP and head of strategy at Camp Jefferson, says back-to-school is a busy time for families.
“So having an affordable night out where they don’t have to plan or cook a meal, or clean up, and can just sit down together to enjoy the moment, is something they appreciate,” Barr says. “It’s a different experience than a grab-and-go combo.”
The campaign includes “significant spends” on broadcast, social / digital and traditional media. There are ads running across Meta, OLV and TV, as well as the Parent Life Network, and it will also be promoted across BP’s organic social channels.
