BP Rage Room

//  05.07.24


The BP Rage Room Helps Toronto Hockey Fans Eliminate Playoff Rage

Boston Pizza opened a rage room to let fans blow off steam after Toronto’s early exit

When hockey teams get knocked out of the playoffs, their fans can get pretty emotional. Boston Pizza is here to assist Torontians in releasing some steam and keep them cheering.

After Toronto was eliminated in game seven by Boston, Boston Pizza quickly mobilized to set-up a rage room at a local BP, allowing fans to release their frustrations and resume cheering for the other remaining Canadian teams still in the playoffs. The initiative was created in partnership with Toronto-based Camp Jefferson, BP’s new AOR.

“Toronto’s elimination stings, but we’re here to ease the disappointment. And what better place to do that than at a spot with ‘Boston’ in its name?” said James Kawalecki, Vice President of Marketing at Boston Pizza International. “We encourage Toronto fans to let loose, have some fun, and then return to cheering for other Canadian teams while enjoying the games at BP.”

The BP Rage Room was quickly created the day after Toronto was eliminated from the playoffs in the parking lot of a local Boston Pizza, and it was available for fans to release their elimination frustrations for two days. When people left the rage room they were given a BP gift card so they could headover to BP to cheer on the other Canadian teams.

This initiative is part of BP’s larger “Team up for the Win” campaign, which encourages Canadians to set aside their regular season allegiance to their favourite team and support all teams competing in hopes of bringing the Cup back to Canada for the first time since 1993.

“The playoff drought has been particularly long for Toronto fans,” said Joseph Elkouby, Strategy Director at Camp Jefferson. “In previous years, we’ve witnessed how fan disappointment has led many to disengage completely once Toronto drops out of the series. We believed it was time to provide these long-suffering fans with a satisfying way to vent so they can get back on board and cheer for another Canadian contender.”

The Rage Room was promoted via PR and influencer marketing, along with a paid social media campaign.


Activation Title: The BP Rage Room
Campaign Title: Team Up for the Win

Client: Boston Pizza
SVP Marketing & Communications: Peter Blackwell
Vice President, Marketing: James Kawalecki
Director of Marketing: Niels van Oyen
Marketing Manager, On-Premise: Sean Megna
Associate Marketing Manager, On-Premise: Taylor Campbell

Agency: Camp Jefferson
EVP, Managing Partner: Peter Bolt
SVP, General Manager: Edith Rosa
SVP, Director of Creative: Julie Nikolic
SVP, Director of Strategy: Ian Barr
Creative Director: Mike Blackmore
Creative Director: Chris Obergfell
Strategy Director: Joseph Elkouby
Integrated Production Director: Lily Tran
Account Director: Heather Mirynech
Associate Creative Director: Robyn Crummey
Associate Creative Director: Ashley Babcock
Associate Creative Director: Brendhan McCarthy
Account Supervisor: Kristina Figueira
Account Executive: Sierra Haddleton

PR: Heads & Tales
Media Agency: UM