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Saucy marketing campaign celebrates all things Ribbin’

Mississauga, ON – June 17, 2013 – Just in time for summer patio season, Boston Pizza announced today delicious, new ribs and a marketing campaign inspired by rib culture. The new, slow-roasted pork back ribs are the centerpiece of Boston Pizza’s summer feature menu. To promote the new ribs, Boston Pizza drew inspiration from the current pop culture obsession with redneck culture and created a campaign featuring characters called “Ribnecks.” Defined as the ultimate rib experts from the south, a Ribneck family is featured in the new creative with each member declaring their appreciation for Boston Pizza’s ribs in unique Ribneck fashion. 

Accompanying the Ribneck campaign is an unbranded, 60-second infomercial for Rib Stain Camo t-shirts. The t-shirt is designed to appeal to the Ribneck in all of us with a camouflage pattern of rib sauce stains which hide any new stains that could be created when eating Boston Pizza’s ribs. The shirts are available for sale at for $14.99 plus shipping and handling. To link the two campaigns together, a 15-second variation of the Ribneck commercial will be released showing a character wearing the t-shirt and the hashtag #RibbinIsLivin appears in each campaign. 

“In keeping with our distinctive brand personality, the Ribneck and Rib Stain Camo campaigns simultaneously entertain our guests while also making them aware of our new, improved ribs,” said Alex Green Vice President of Marketing, Boston Pizza International. “We want to stand out from the crowd, not just for our delicious and varied menu, but also for being known as a brand that puts a smile on your face and makes you happy.” 

The unbranded Rib Stain Camo campaign began June 10 and includes an online infomercial housed at and directing viewers to purchase one of the thousands of shirts at Rib Stain Camo is supported with an online media buy and social media campaign. Ribnecks creative includes a 30-second and 15-second commercial, in-store POS and the website .

The new, super tender ribs are served with a choice of six tasty sauces including limited-time options Pizza-Q and Buffa-Q, made with Boston Pizza’s signature BBQ sauce and combined with either pizza or Buffalo wing sauce. 

Besides new ribs, Boston Pizza’s summer menu is chock-full of good eats like Caesar Pizza (BBQ chicken pizza featuring Caesar spice on Boston Pizza’s signature hand-pressed dough), Tacos (grilled soft tacos topped with grilled chicken or breaded jalapeño shrimp), a Surf ‘n Turf Burger and Strawberry Pecan Salad. Guests can enjoy the summer menu at 350 locations across Canada until August 18, 2013.

TAXI Canada created and produced the Ribneck and Rib Stain Camo creative campaigns with PHD executing media strategy and High Road Communications supporting with public relations. 

About Boston Pizza
Boston Pizza International Inc. is Canada’s No. 1 casual dining brand with more than 350 restaurants in Canada. Annually, Boston Pizza serves more than 40 million guests. The company is recognized as a Platinum member 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 more information, please contact:
Perry Schwartz
Director of Communications, Boston Pizza International
[email protected]

Kate Weersink
High Road Communications
[email protected]

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