UM and Boston Pizza are taking aim at the chaos of fast-food lunches with their latest Hungry for BP campaign; Fast lunch doesn’t have to mean fast food. The creative leans into everyday “crime scenes” of rushed meals—sauce-stained ties, salt-dusted steering wheels, and desk clutter—positioning BP as the ultimate midday sanctuary for Canadians seeking real food on a tight schedule.
The campaign promotes a $15 lunch menu designed to get diners in, fed, and back to their day in 20 minutes. The multi-channel strategy spans broadcast TV, YouTube/OLV, Meta, TikTok, Snapchat, digital display, contextual OOH and arena rink boards, ensuring BP is top-of-mind for busy lunch-goers wherever they are.
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