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Boston Pizza welcomes new pasta features with light-hearted campaign poking fun at foodies

Mississauga, January 28, 2013 –Boston Pizza International today introduced a new feature menu offering delicious pasta creations set to satisfy a range of appetites and tastes. New dishes include: Pulled Pork Penne, Pasta Nachos, Butter Chicken Fettuccine and the Massive Meatball Spaghetti —a hearty six ounce meatball surrounded by a signature sauce.  The seven new, delicious pasta dishes, available until March 24, offer guests refined flavours, unique ingredient combinations and a promise to impress taste buds across the country.

“We love surprising our guests with innovative and unexpected twists on popular food items,” says Director of Culinary and Executive Chef Michael Gray. “With our latest pastas, something as simple as nachos is transformed into a completely new taste experience and a trendy ingredient like pulled pork takes on a different form.”
To introduce the pasta feature, Boston Pizza has launched a tongue-in-cheek campaign warning guests that the latest pastas run the risk of converting them from a casual food lover into a pretentious foodie.  This humorous approach is designed to highlight how the superior quality of ingredients might make an everyday guy suddenly feel like a food connoisseur. The TV spot cautions potential guests with the tagline, “Careful you don’t become a foodie”.  
The integrated, national campaign, beginning January 28, consists of 30-second TV spots along with online banners and page takeovers, social media and public relations. TAXI Canada Ltd. created and produced the creative with PHD executing the media strategy and High Road Communications for public relations. 

About Boston Pizza
Boston Pizza International Inc. is Canada’s No. 1 casual dining brand with more than 340 restaurants in Canada. Annually, Boston Pizza serves more than 40 million guests. The company has been recognized as one of Canada’s 50 Best Managed Companies. Boston Pizza International Inc. is located in Richmond, B.C., and has regional offices in Mississauga, Ont., and Laval, Que. For more information, visit .

For further information, please contact: 
Perry Schwartz
Director of Communications, Boston Pizza International
[email protected]

Kate Weersink
High Road Communications
[email protected]

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