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.
Key Themes Behind This Trend
- 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.
- 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.
- 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.
Where This Applies
- 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.
- Advertising and Marketing
- The Boston Pizza and john st. collaboration demonstrates how creative advertising and marketing campaigns can help build brand awareness and engagement.
- 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.
