During the 2023 NHL playoff season, UM and Boston Pizza teamed up to show the brand’s allegiance to the Toronto Maple Leafs. Following the Bruins’ elimination at the hands of the Florida Panthers, the brand unveiled a billboard near Toronto’s Gardiner Expressway proclaiming, “Boston’s out, Auston’s in,” referring to Leafs centre and alternate captain, Auston Matthews.

To further drive the point home, the restaurant changed its name on the ad to “Auston Pizza.” The billboard is part of Boston Pizza’s wider “Fanalytics” campaign showcasing the brand as the premier NHL playoff viewing destination. 

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