A report from MediaInCanada.com said, “Nobody’s saying whether it’s the proximity of forests to DDB Canada Vancouver that inspired its creatives to cast a sasquatch as Boston Pizza’s newest spokes… uh, person and launch him into cyberspace with his own blog. But whatever the impetus, after a two-week national TV & print teaser campaign with the tagline “Tall, dark and hungry,” Louie was revealed as the chain’s (hairy) new face today.”
The article said, “All details were not available by MiC’s deadline, but the multimedia campaign includes a 30-second TV spot breaking nationally today on TSN, Sportsnet, HGTV, Food, Space, Comedy and MuchMusic. Vancouver-based VP of marketing corporate services for Boston Pizza Canada Joanne Forrester tells MiC that on April 2, the next phase will see Louie star in Boston Pizza’s new Simply Italian promo spot on major networks across Canada. Media buys are being handled by PHD Canada’s Toronto office. Radio, outdoor and possibly PR appearances by Mr. Tall Dark and Hungry himself will be scheduled later on.”
