Boston Pizza Team Up for the Cup
Amid declining sales and inflation, UM’s “Team Up for the Cup” campaign for Boston Pizza during the 2024 NHL Playoffs tapped into the nuanced insight of a shared suffering of a 30-year Cup drought among Canadian hockey fans. By encouraging fans to unite to support any Canadian team for a collective win, our culturally disruptive, integrated campaign sparked a national debate and featured many industry-first initiatives. It delivered outstanding lifts in sales and cheque size, generated millions of earned impressions and engagements, outstripping industry performance. More importantly, it fostered unprecedented unity among Canadians, transcending rivalries and redefining the spirit of the game. Video Credit: Camp Jefferson