The account win comes after a formal review, and is based on both creative and cultural alignment
The multinational restaurant chain was seeking a true agency partner that would not only deliver an outstanding creative product that grows the business, but who would also be aligned on key values and a collaborative spirit, says Camp Jefferson’s senior vice-president and general manager, Edith Rosa.
True collaboration is at the heart of Camp Jefferson’s relationship with all its clients, says Rosa, who says that the pitch process was one of the best she’s ever participated in.
“With the agencies we talked to, we were clear from the start that we wanted senior-level involvement at key points in the planning and strategic process,” says Peter Blackwell, SVP, Marketing and Communications at Boston Pizza. “Just as importantly, we wanted to work with good people.
“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,” adds James Kawalecki, Boston Pizza’s vice-president of marketing. “Our teams have hit it off and are already well on the way to creating standout work in a positive environment.”
The casual-dining chain is among Canada’s most active marketers, with a particular fondness for creative advertising which often captures cultural moments and exists within both traditional and emerging media channels.
“We are so thrilled to be chosen as Boston Pizza’s new creative partner,” says Rosa. “We have long admired their marketing, and we can’t wait to see what the result of Boston Pizza’s marketing acumen and our emphasis on collaboration will be.”
Camp Jefferson’s SVP, head of strategy Ian Barr says the agency will work to seek out cultural moments where the brand can authentically reside in order to create relevant and resonant messaging. It’s an approach that can lead to ideas that exist outside of a traditional plan or even seasonal marketing opportunities.
“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, but a collaborative spirit and being invested in building our relationship with the brand is going to be paramount,” he says.
Camp Jefferson’s first work for Boston Pizza will debut later this month.
About Boston Pizza
Boston Pizza International Inc. (“BPI”) is Canada’s number one casual dining brand. The Boston Pizza brand has served communities from coast-to-coast for 59 years since opening its first restaurant in Edmonton, Alberta in 1964. Today Boston Pizza proudly remains a Canadian company with its hundreds of local franchise owners operating more dining rooms, sports bars and patios than any other single brand in the country, along with take-out and delivery. BPI has been recognized both as a Franchisees’ Choice Designation winner and a Platinum Member of Canada’s 50 Best Managed Companies for many years.