To drive trial of Boston Pizza’s new ribs we loaded up a van with our new baby backs and headed down south to meet the people who know ribs best, the Ribnecks.

They loved them so much they banged their banging logs together, they danced around in their shorty pants and heck, one Ribneck even climbed his climbing pole he liked them so much.

We launched Rib Stain Camo with a 60- second informational video and sold them online at RibStainCamo.com. The video was completely free of Boston Pizza branding. It was only when rib fans received their shirts in the mail that they discovered the T-shirt had been made by Boston Pizza, who invited them so people could try the saucier new ribs at a great price. This surprising reveal was crucial to maximizing the shareable nature of the T-shirt, and the earned media that followed. Fans began showing off their Rib Stain Camo shirts online, earning us more valuable impressions.

Rib sales increased 70% in the first month of the campaign. Boston Pizza sold out of Rib Stain Camo T-shirts in the first three weeks of the campaign and had to reprint the T-shirt three times to keep up with the unexpected demand. Fans were happily wearing our campaign media to rib festivals, summer BBQs, and other events, making rib fans think about getting their next rack of ribs from a restaurant called Boston Pizza.