Within a few minutes of the Boston Bruins advancing to the Stanley Cup finals against the Canucks, Richmond, BC-based Boston Pizza was switching up their website to show Vancouver fans exactly where their allegiances lay. For the duration of the playoffs the restaurant will be known as Vancouver Pizza.
All 62 BC locations will be shipped Vancouver Pizza banners to coverup their signage and stickers for the takeout containers and boxes. Staff has even been instructed to answer the phones with “Hello, Vancouver Pizza”.
Montreal-based Zip Communications developed the idea of temporary rebranding last year, but the Canucks never ended up facing the Bruins. But it was put into action early in the 2011 playoffs when Montreal faced off against Boston.