Boston Pizza Launches BP Patio Badges to Celebrate Pro Patio Behaviour
It’s no secret Canada has a painfully short patio season. That’s why when Canadians are able to descend on patios, the act is treated as more than a pastime, but a serious passion deserving acknowledgement.
And who better to reward these pro-patio moves than the restaurant with the most patios across the country?
Building on its 2021 campaign retraining the nation on “how to patio” after a long pandemic hiatus, Boston Pizza’s new tongue-in-cheek campaign is all about rewarding great patio-ing with a series of Scouts-inspired proficiency badges celebrating a wide range of patio accomplishments.
The 25 badges are accolades for patio moves like leveling a rickety table with a folded coaster, ordering tacos on a day other than Tuesday, and being that person who yells “Opa!” when a plate breaks on the patio.
“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, ECD of john st., the agency responsible for the new advertising campaign. “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.”
To ‘patio like a pro’, people simply have to visit a BP patio and scan the QR code at their table to collect digital badges for their Patio Handbook. The personalized handbook acts as storage for collections, to track progress, and a resource to learn more about the other badges available.
The more people patio at BP, the closer they come to a full collection, and the better chance they have at winning the grand patio prize – which is more patio-ing! Anyone with a full collection at summer’s end will get the chance to win one of five BP gift cards, as well as a real life set of their full badge collection.
“The Patio season is a big deal for us at Boston Pizza,” said James Kawalecki, VP of Marketing at Boston Pizza. “Those perfect summer days and nights are something we crave all year long. From the perfect outdoor food and drink options, to our fun and lively atmosphere, we’ve made the BP Patio experience one that rewards anyone who wants to reacquaint themselves with the finer points of patio-ing.”
The national campaign also includes:15 TV spots, social posts, out-of-home, wild postings and radio. BPPatioBadges.com
About Boston Pizza:
BPI is Canada’s number one casual dining brand.The Boston Pizza brand has served communities from coast-to-coast-to-coast for over 56 years since opening its first restaurant in Edmonton, Alberta in 1964.Today Boston Pizza proudly remains a Canadian company with its hundreds of local franchise owners operating more dining rooms, sports bars and patios than any other single brand in the country, along with take-out and delivery. BPI has been recognized as a Platinum Member of Canada’s 50 Best Managed Companies and has been a Franchisees’ Choice Designation winner for eight consecutive years. Connect with Boston Pizza on Facebook, Twitter and Instagram.
BP Patio Badges
Client: Boston Pizza Canada
SVP,Marketing & Communications: Peter Blackwell
VP,Marketing: James Kawalecki
Director of Marketing: Niels van Oyen
Marketing Manager: Gabrielle Herbert
Associate Marketing Manager: Kenrick Philip Creative
Agency: john st.
Chief Creative Officer: Cher Campbell
Executive Creative Director: Cam Boyd
Art Director: Michelle Orlandi
Copywriters:Emily Ferraro, Emma Lorenzi
Art Director: Xiang Zheng
Copywriter(FR): 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 Design: Teunis Vorsteveld
Development:One Pixel Off Incorporated
Media Agency: UM Canada
Illustrator: Cam Miller
Retouching: Nabil Elsaadi
Printer: The Gas Company
Production Company: KIDDO Films
Director: MAPPEP: Maisie Thomas
Producer: Jeff Schwartz
Editorial: Saints Editorial
Editor: Cam Lasovich
Assistant Editor: Ryan Grandsen
EP: Mackenzie Goodwin
Colourist: Kassi Bellamy
EP: Morgan Campbell
Online Artist: Lauren Rempel