Alberta-based QSR Pizza 73 is temporarily rebranding as Pizza 74 in partnership with Edmonton Oilers goalie – and homegrown hero – Stuart Skinner. The chain on Monday launched its limited-time special “the Skinner Dinner,” a custom meal that leverages Skinner’s Edmonton roots and connection with local hockey fans.

Adam Williamson, marketing director for Pizza 74 (née 73), tells strategy the brand has been rooted in Alberta for 40 years and has been a longtime partner of the Oilers. “This marks an exciting new direction in how we activate partnerships, creating more meaningful ways to engage with hockey fans across Alberta,” Williamson says. “With Pizza 73’s 40th anniversary this year, there’s no better time to strengthen our ties with the community and celebrate local legends like Stuart.”

To mark the launch of the partnership, the newly rebranded Pizza 74 made its debut without an official announcement last week, showcasing its new name and logo across social-media channels and with the launch of the Pizza 74 website. From March 17, the new Pizza 74 logo is being featured on arena boards during Oilers home games.

Williamson says the latest campaign, which was launched in collaboration with creative agency Zulu Alpha Kilo, is an effort for Pizza 73 to stand out in the highly competitive QSR category. “(It) helps us elevate brand equity by highlighting our deep community roots and passion for hockey, a key part of Alberta’s culture,” he explains. “By offering the Skinner Dinner at an incredible price, we’re reinforcing our value leadership and our position of ‘Better Meal, Better Deal.'”

Pizza 73 joined the “Buy Canadian” movement, that came after U.S. President Donald Trump imposed 25% tariffs on Canadian products and 10% tariffs on Canadian energy, with its “Reverse Tariffs” promotion earlier this year. It included 25% off for customers “as a way to support them in a challenging economy” and launched in tandem with Toronto-based Pizza Pizza, which acquired the Alberta-based brand in 2007 and kept the name as a play on the original phone number.

“The ‘Skinner Dinner’ is another campaign where we’ve tried to carry this commitment forward, which celebrates local pride and delivers great value to our fans,” Williamson adds. “As we look at the rest of 2025, we’ll continue finding meaningful ways to connect with Canadians and show our appreciation through new initiatives.”

The “Skinner Dinner” consists of a large two-topping pizza and three drinks for $18.99. “As a born and raised Edmontonian, it’s an honour to collaborate with a local brand that’s been such a staple in our community and launch the Skinner Dinner for fans to enjoy,” Skinner said in a press release.

Pizza 73’s offer is available for a limited time only in-store and online, and is being promoted on the chain’s website and social channels, including Facebook, Instagram, TikTok and X. The campaign’s creative was led by Zulu Alpha Kilo.