The “Za for Pa Father’s Day Gift Shop” features BP-themed Dad gifts, and a surprise that lets Dad eat for free
Let’s face it: Father’s Day gifts aren’t usually the most exciting or inspiring. A colourful pair of socks, perhaps a beer cooler or a book, have become the default dad gifts over the years.
Launched on May 25 and open through Father’s Day (June 18), the online shop was developed in partnership with Society6, an online marketplace that features items created by more than 450,000 independent artists worldwide.
The online shop features 19 tropical-themed items that are among the usual dad gifts: a water bottle, duffle bag, throw blanket, coaster set, laptop sleeve and, yes, socks. Each item features a distinctive Boston Pizza-themed design.
But subtly incorporated among each design of palm fronds, parrots, and pizza slices is a special QR code that drives to a registration site. When Dads send a picture of themselves with their Za for Pa gift to the site, they receive a $25 gift card for a first time ever ‘Dads Eat Free’ promotion.
“Dads are some of our most loyal guests, so we thought what better way to celebrate them than with pizza-laden gifts that unlock free pizza?” said Sean Megna, Marketing Manager at Boston Pizza.
The gift shop is being promoted through a social media campaign featuring individual ads for each of the store’s items, with Dads demonstrating the products using typically humorous dad poses. The ads drive to the BP Father’s Day Gift Shop website.
“We know there are a lot of Dads and Father Figures out there who are big fans of Boston Pizza. And Boston Pizza is a big fan of them,” says Cam Boyd, Executive Creative Director at john st., the Toronto agency behind the BP Father’s Day Gift Shop.
“While Boston Pizza has run ‘Kids Eat Free’ promotions many times before, we thought that combining the Father’s Day tradition of receiving some not-so-special gifts with a ‘Dads Eat Free’ offer gives Dad what he really wants: A gift he expects, plus a surprise meal with the family.”
Boston Pizza will donate all net proceeds from the sale of Za for Pa items to the Coalition to Cure Prostate Cancer. The campaign is live through June 18.
Title: Za for Pa Father’s Day Gift Shop
Client: Boston Pizza
SVP Marketing & Communications: Peter Blackwell
Vice President, Marketing: James Kawalecki
Director of Marketing: Niels van Oyen
Marketing Manager, On-Premise: Sean Megna
Associate Marketing Manager, On-Premise: Kenrick Phillip
Associate Marketing Manager, Off-Premise: Vanessa Bouziotas
Agency: john st
Executive Creative Director: Cam Boyd
Art Director: Ben Nusca
Copywriter: Emma Lorenzi
Copywriter: Martin Rivard
Producer: Larissa Lee
EVP, Account Management: Tishan Canagasaby
Business Lead: Andrea Friday
Account Director: Harjot Tatla
Account Executive: Ankita Surendran
Designer: Caio Oyafuso
Photography Studio: Fuze
Managing Director/ Lead Agent/ Executive Producer: Nicole Gomez
Director/ Photographer: Chris Robinson
Agency Coordinator: Devyn Hill
Retoucher/ Illustrator: Nabil Elsaadi
Website Development: One Pixel Off
Founding Partner: Clayton Partridge
Website Design/ UX: Bandada
Partner, Production: Jennifer Paul
Executive Creative Director, Co-Founder: Ryan Hryciuk
Media Agency: UM