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One of Canada’s “top casual dining brands” has changed its name in its 62 British Columbia locations for the duration of the Stanley Cup Finals. With the Vancouver Canucks playing the Boston Bruins in the Finals, re-branding “Boston Pizza” as “Vancouver Pizza” probably makes a lot of fiscal sense. Will the Canucks need the pizza chain help or will it prove to be a jinx?

Well, the Canucks are -200 favorites to win Game 1 and -235 favorites to win the series and become the first Canadian team to hoist the Cup since the 1992-1993 Montreal Canadiens beat Wayne Gretzky’s Los Angeles Kings.

But on the down side, Boston Pizza tried pulling the same stunt during the first round of this year’s playoffs. With the Bruins playing the Montreal Canadiens, 26 Montreal-area locations became Montreal Pizza, but the Bruins still beat the Canadiens in seven games.

The chain went all out with its high-tech marketing effort, apparently using a black Sharpie to cross out the Boston in their logo and handwrite Vancouver beneath it. It’s also puzzling why the chain was ever named Boston Pizza in the first place, as I’ve never heard of Boston have a good reputation for pizza.  New York or Chicago pizza would make more sense, at least to an American.