Boston Pizza Manifests the Win in Bold Playoff Campaign

Boston Pizza returns with an ambitious goal to once again end Canada’s playoff drought, this time by encouraging hockey fans to ‘Manifest the Win’.

The campaign, with creative led by Mekanism (formerly Camp Jefferson), media led by UM, and PR by Heads+Tales, is anchored by a 30-second launch called ‘Parade Bus,’ leaning into the ever present, “let’s start planning the parade” banter that emerges among hockey fans after just one win. Fifteen second spots will run throughout each subsequent playoff round that a Canadian team makes it through. The Parade narrative, woven throughout each spot, will even feature a cameo from Canadian icon and astronaut Chris Hadfield, aptly playing the role of overqualified bus driver.

To tease out the manifest campaign with media and influencers and extend it to consumers, Boston Pizza also developed a first-of-its-kind Champion Room Spray, a bold new scent designed to capture the essence of a hockey locker room, post championship win. Available at select Boston Pizza locations throughout playoffs, the scent blends notes of bubbly champagne, Canadian lager, used hockey pucks, and the undeniable musk of sweaty hockey gear.

​The playoff campaign will run on premise at BP locations nationally, across TV and OLV, social, podcasts and digital platforms frequented by sports fans.