Boston Market goes to cable for successful rib pitch

06/25/2013 | MediaPost Communications

Boston Market's limited-time ribs will become a permanent menu item because of the product's marketing and sales success. For its tax-day "Rib-bate" campaign, the company branched out into national cable TV with 15-second and 30-second spots, and included promotions on social media as well as local media outreach. The chain this fall will tout the permanent inclusion of ribs with a "You asked, we listened" approach, said Boston Market Chief Brand Officer Sara Bittorf.

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