I passed up the opportunity to talk about Boston Pizza’s pizza box tables for bed. To be honest, I didn’t get the appeal. And that was unfair. But now the company has expanded the novelties that make the brand stand out.
It get it. The novelties are silly, they underline what pizza is about for most people and the idea is really fun. The brand has added tiny chairs to the tiny “table” that serves as a pizza saver in takeaway boxes. Why? Because it’s patio season in Canada.
“Patio season is a big deal for Canadians and for Boston Pizza,” stated Adrian Fuoco, senior director of marketing for Boston Pizza.
“This was all about creating something fun that was part of our larger patio season initiative. Ultimately, we found a way to bring together the two things we’re passionate about: patio and pizza.”
The chairs, designed to be precise, scaled-down replicas of actual patio chairs, were specially 3D printed using food safe materials.
“As long as I can remember, people have said those delivery pizza savers look like little patio tables,” adds Paul Little, creative director at john st., the agency who helped Boston Pizza create the furniture.
“As soon as we had the idea to make the little chairs to go with them, we knew we had something great. It just makes everyone happy. And that’s what sitting on a Boston Pizza patio in summer is all about.”
The initiative was announced on Boston Pizza’s social channels. A limited run of the chairs has been created and will be delivered with takeout orders from select Boston Pizza locations.
Credits:
Agency: john st.
Chief Creative Officer: Angus Tucker
Creative Director: Paul Little
Copywriters: Ryan Kukec & Robbie Percy
Art Director: Caroline Friesen
Executive Director: Cas Binnington
Head of Integrated Production: Aimee DeParolis
Producer: Erin Feldman
Team Lead: Ryan O’Hagan
Account Director: Caitlin Bourada
Account Supervisor: Emily Farncomb
Photography Production: Gas Company
3D Printing: 3D Phaktory
Client: Boston Pizza International
Assistant Marketing Manager: Kayla Burchell
Marking Manager: Caley French
Senior Marketing Director: Adrian Fuoco
