Boston Pizza gives badges for good patio behavior
Latest campaign from Canada's John St follows last year's training manual
Editor's Pick
It's high summer in Canada, and with the country's outdoor dining window a short one, Boston Pizza is making the most of its patios again.
The chain, which claims to be the restaurant with the most patios across Canada, last year offered people a training manual on how to behave on the patio as they returned to dining out after the pandemic. Now, it's offering them badges for patio good behavior.
There are 25 different badges, with a look similar to scout badges, awarded for behavior such as knowing how to balance a rickety table leg with a folded coaster, anchoring your bill, getting a two-tone tan and more. To get them, people simply have to visit a Boston Pizza patio and scan the QR code at their table to collect digital badges for a "Patio Handbook."
The idea is that anyone with a full collection at summer’s end will get the chance to win one of five gift cards, as well as a real life set of their full badge collection in sew-on form.
The idea is supported by ads, social posts, out-of-home and radio ads, all by agency John St.
"Canadians know how to enjoy a patio better than any nation on Earth—mainly because we know how fleeting those summer days are,” said Cam Boyd, John St. executive creative director. “With the most patios in the country, it was Boston Pizza’s responsibility to acknowledge their proficiency and become the place where those in the know, patio.”
Credits
- Date
- Aug 10, 2022
- Client :
- Boston Pizza
- Agency :
- John St.
- SVP Marketing & Communications :
- Peter Blackwell
- VP Marketing :
- James Kawalecki
- Director of Marketing :
- Niels van Oyen
- Marketing Manager :
- Gabrielle Herbert
- Associate Marketing Manager :
- Kenrick Philip
- Chief Creative Officer :
- Cher Campbell
- Executive Creative Director :
- Cam Boyd
- Art Director :
- Michelle Orlandi
- Copywriter :
- Emily Ferraro
- Art Director :
- Xiang Zheng
- Copywriter :
- Emma Lorenzi
- Copywriter :
- Beatrice Rea
- Strategy Director :
- Mike Strasser
- Executive Producer :
- Cynthia Cyr
- Producer :
- Danielle Lloyd
- Producer :
- Erin Feldman
- EVP Account Management :
- Tishan Canagasaby
- Account Director :
- Harjot Tatla
- Account Supervisor :
- Pooja Mokashi
- UX/UI Designer :
- Teunis Vorsteveld
- Development :
- One Pixel Off
- Media Agency :
- UM Canada
- Illustrator :
- Cam Miller
- Retouching :
- Nabil Elsaadi
- Printer :
- The Gas Company
- Production Company :
- KIDDO Films
- Director :
- MAPP
- EP :
- Maisie Thomas
- Producer :
- Jeff Schwartz
- Editorial :
- Saints Editorial
- Editor :
- Cam Lasovich
- Assistant Editor :
- Ryan Grandsen
- EP :
- Mackenzie Goodwin
- Online :
- Darling Films
- Colorist :
- Kassi Bellamy
- EP :
- Morgan Campbell
- Online Artist :
- Lauren Rempel
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