Boston Pizza

When your name is Boston Pizza, it is expected that chicken wings might not be your signature item. But to be competitive in the sports bar arena, a reputation for great wings is a must. After perfecting the recipes and upping the quality, the restaurant chain wanted to get the word out.

Boston Pizza kicked off its wing offensive during the 2011 NHL Playoffs. While increasing its wing fame was an overall goal, a concrete objective of increasing wings sales by 50% during the Playoffs period (April – June 2011) was set, with a broader goal of upping the brand’s social media presence.

To turn the category on its head, and put an end to the overblown “best wings in town” competition among restaurants, Taxi created the Professional Wing Critics Association (PWCA) or, as they are more commonly referred to, “Flatties & Drummies.” This team of highly trained aficionados observes the chicken wing category and weighs in with feedback.

Television introduced the one true chicken wing authority Carl Carlson, president of the Flatties & Drummies Association. Carl critiqued Boston Pizza’s new wings from “Nib to Nub,” using official wing cartography and analysis techniques only taught by the PWCA.

Online activity included banners, Facebook and YouTube. A microsite was created as the PWCA’s corporate website, detailing what they were about and featuring full discussions about the finer points of chicken wings.

The goal of increasing sales by 50% was exceeded within the first two weeks. By the end of the eight-week campaign, wing sales were triple the estimated growth, with total same-store sales up 162.3% versus the prior year. The new wings soon became the fastest selling menu item in Boston Pizza’s 47-year history.