Boston Pizza and Toronto-based creative agency john st. collaborate on an ultra-innovative pizza box packaging that allows consumers to conveniently transport their guilty pleasures to their bed. The initiative is a part of a larger on-going campaign to place Boston Pizza as the forerunner for the best choice for Dad for Father's Day 2018.
The limited edition pizza box packaging is dramatically displayed in a video ad. Made available to Canadians between June 6th and 11th, the genius pizza box packaging innovation is a part of a Boston Pizza-run contest that prompts consumers to tag a father figure in their video for a chance to win a 'BP in Bed' experience, as well as a $100 voucher for favorite menu items.
Self-Supporting Pizza Box Packaging
Boston Pizza & John St. Launch an Ultra-Convenient Packaging
Trend Themes
1. Convenient Food Packaging - The self-supporting pizza box packaging demonstrates the potential for convenient food packaging solutions that make it easier for consumers to transport their meals.
2. Interactive Brand Campaigns - The Boston Pizza and john st. collaboration highlights the effectiveness of interactive brand campaigns that engage customers and encourage them to participate in contests and promotions.
3. Limited Edition Packaging - The use of limited edition packaging, such as the Boston Pizza pizza box, offers an opportunity for brands to create excitement and exclusivity around their products.
Industry Implications
1. Food Packaging - The self-supporting pizza box packaging showcases the potential for innovative packaging solutions in the food industry, specifically in the pizza delivery and takeout sector.
2. Advertising and Marketing - The Boston Pizza and john st. collaboration demonstrates how creative advertising and marketing campaigns can help build brand awareness and engagement.
3. Restaurant and Food Service - The 'BP in Bed' experience promotion and the use of limited edition packaging present opportunities for restaurants to enhance the dining experience and drive customer loyalty.