30th Annual Boston Pizza Charity Classic: Elevating Fundraising with Storytelling

Client: Boston Pizza

Services Provided: Video Production, Fundraising Support, Event Marketing

Industry: Non-Profit, Hospitality, Events

The Mission: Imagine being tasked with creating a video that could tug at heartstrings, rally generosity, and inspire people to open their wallets—all in the span of a few minutes. That’s exactly what Crow Marketing was brought on to do for the 30th Anniversary Boston Pizza Charity Classic Golf Tournament, held at Canada’s #1 golf resort: Fairmont Jasper Park Lodge.

Our mission? To craft a compelling video that would be played just before the live auction, hosted by the one and only Danny Hooper. The goal was clear: educate the audience, spark emotion, and ultimately boost donations to the incredible causes supported by the tournament—YESS, Edmonton Minor Hockey, Dreams Take Flight, and the Make-A-Wish Foundation. And as with any good challenge, we encountered a few obstacles along the way.

The Challenges:
What could go wrong when you’re dealing with a nationwide event, multiple charities, and a remote location? Plenty! Here’s what we were up against:

Distance: Not everyone involved in the event could be physically present for filming. People were scattered across the country, meaning we couldn’t just hop over and shoot their contributions in person. Cue the need for remote collaboration, creative solutions, and some savvy editing magic.
Location: Although the tournament was held at the prestigious Fairmont Jasper Park Lodge Golf Course, we didn’t have access to film there. Instead, we had to film at a golf course in Edmonton and seamlessly edit in Jasper’s iconic mountain scenery to make it all feel cohesive. Tricky? Absolutely, but we love a good challenge.
Wildfires: Just three weeks before the event, wildfires swept through Jasper. The uncertainty was real—the event, the video, and the entire fundraising effort were at risk. We had to remain flexible and ensure the project could adapt, no matter what Mother Nature threw our way.

Our Solution:
In the face of these challenges, we leaned into our creativity and resourcefulness. First, we facilitated remote contributions by guiding participants on filming their own clips, ensuring consistent quality across the board. Our video editing team then worked their magic, seamlessly integrating footage from an Edmonton golf course with stunning shots of Jasper Park Lodge, making it appear as though everything was filmed in one breathtaking location.

When the wildfires threatened the event, we pivoted quickly, ensuring that no matter what happened, we were prepared to deliver the video on time and in line with the event’s goals.

On top of the fundraising video, Crow was asked to create a secret surprise video for Barry, the outgoing Chair of the Committee for the Boston Pizza Charity Classic. We coordinated with all the participants and crafted a heartfelt tribute that was presented during the reception. The board members surprised Barry with the video, and there wasn’t a dry eye in the room. The emotional moment led to a standing ovation and happy tears all around, creating a lasting memory for everyone involved.

The Results:
The impact of the video was nothing short of extraordinary. In one single evening, the video helped generate over $213,000 in donations for the charities involved. That’s the power of storytelling done right. And here’s the cherry on top: we came in under budget, which allowed us to contribute the savings back to the causes we were supporting.

To cap it all off, we received a personal thank-you message from none other than Jim Treliving, the founder of Boston Pizza and former Dragon on Dragon’s Den, who credited the video for playing a significant role in achieving the night’s fundraising success.

This project was a massive success, not just in terms of funds raised but also because it showed how creative storytelling can turn challenges into triumphs. Crow Marketing continues to be a trusted partner for events like these, where the stakes are high, and the impact is real.

30th Anniversary Video

Behind the Scenes