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Boston Pizza begins BP in Bed promotion

Boston Pizza has begun a promotion called "BP in Bed." Developed by John St. of Toronto, the initiative features a limited edition pizza box that unfolds into a tray table for eating in bed. The box is part of a larger campaign timed to coincide with Father's Day. Until June 11, consumers who comment on the video will be entered into a draw for $100 in Boston Pizza food. The special boxes will be distributed exclusively through the contest. The campaign also include an online video depicting the use of the box.

"It's a simple idea, but a lot of thinking went into making sure it would actually work," said Paul Little, creative director at John St. "There were a lot of factors to consider. It had to be high enough to fit over a person's legs and low enough to comfortably eat off of. We had to compensate for the average depth someone sinks into a bed versus the average leg width, average pizza weight, the list goes on and on. It sounds ridiculous, but knowing some lucky people are going to be able to comfortably eat pizza in bed makes it all worth it."

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