1. Does the new approach retain the previous distinctiveness of past ads to ensure positive brand communication effects? With its 50th anniversary on the horizon, Boston Pizza's creative and memorable advertising and other marketing communications continually placed the brand at the fore仕ont of everyone's mind as it carved out a 3.7 percent market share in the competitive full-service restaurant category. From its humble beginnings in Westem Canada, Edmonton and Penticton in particular, the chain boasted over 360 restaurants across Canada, the United States, and Mexico by 2015. Early on, p缸tners Jim Treliving and George Melville purchased the original company and grew it to one of Canada's iconic brands.lts strategy of balancing a big national brand within a local community paid off successfully over time.