Canadian pizza chain, Boston Pizza, and its agency, johns st., have created a 72-page manual to reacquaint Canadians with the lost art of outdoor (including outdoor restaurant) living. The tongue-in-cheek campaign, which also includes A Boston Pizza Patio Re-Training Video among its goodies, aims to help people who are questioning if they remember how to carry out the simple patio tasks they used to do so effortlessly after Canada’s extended lockdown.
The 72-page manual features articles and infographics on such things as protecting your beer from patio wasps, ordering from a real human server, and pulling apart coasters.
A select group of lucky customers will also win a limited number of 1st edition copies of this educational text through a competition running on Boston Pizza’s Instagram account. For those not lucky enough to snag a printed copy, the e-book can be downloaded here.
And for consumers who prefer audio, there’s a hotline. At 1-855-BP-HOW-TO you can hear lessons on basic patio etiquette over the phone.
“With the most patio locations across Canada, Boston Pizza wrote the book on patio-ing in this country. That’s why it was necessary for us to actually write the book on patio-ing,” explained Cam Boyd, creative director at john st.
“Sitting on the patio, enjoying the weather, a drink and some great food and the in-person company of friends are pastimes Canadians have universally been longing to return to. And we just want to make that return to a BP Patio a smooth and enjoyable one,” noted James Kawalecki, vice president, marketing at Boston Pizza.
The national campaign also includes 30” and 15” TVCs, social posts, out-of-home, wild postings and radio.
Credits:
Client: Boston Pizza Canada
SVP, Marketing: Peter Blackwell
VP, Marketing: James Kawalecki
Director of Marketing: Niels van Oyen
Associate Marketing Manager: Gabrielle Herbert
Marketing Coordinator: Jessica Mantini
Agency: john st.
Chief Creative Officer: Cher Campbell
Creative Director: Cam Boyd
Associate Creative Director: Gabrielle Soucy-Girard
Graphic Designer: Carol Hung
Art Director: Michelle Orlandi
Copywriters: Tim Morrison & Beatrice Rea
Video Producer: Raquel Rose
Strategist: Daavi Wong Wolfson
Group Business Lead: Ian Brooks
Business Lead: Lindsay Day
Account Supervisor: Kelly Brennan
Account Coordinator: Bairavi Sripalan
Print Producer: Erin Feldman
Illustrator: Cam Miller
Printer: Gas Company
Web Producers: Natalie Cooper &Nicole Klug
Wireframes: One Pixel Off
Developer: Ahmed Wageh
Video Production: Partners FIlm
Directors: Ben & Dave
Executive Producer: Aerin Barnes
Line Producer: Amalie Bruun
Editorial: Saints
Editor: Cam Lasovitch
Producer: Mackenzie Goodwin
Online: Darling
Audio: Eggplant
