UM and Boston Pizza are back on the ice with “Manifest the Win,” a bold new playoff campaign encouraging fans to “plan the parade” – the classic, overly optimistic move hockey fans make when their team wins early. Playing off the hopeful energy of Canadian hockey fans, the campaign leans into superstition with a cheeky Champion Room Spray: a scent blend of champagne, beer, and hockey gear, and a central rallying cry: If we plan it, we will win. The campaign is live across TV, digital, social, podcasts, and in-restaurant experiences, all driving to IfWePlanItWeWillWin.ca.
With up to six Canadian teams in the playoffs, Boston Pizza is doubling down as the go-to spot for playoff viewing. After last year’s 14% sales lift, optimism is high – maybe this year, the Cup will finally come home.
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