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Boston Pizza begins cryogenics program

Restaurant chain Boston Pizza has begun a promotion called “BP Cryogenics.” Developed by John St. of Toronto, the campaign consists of television, digital and social media advertising. The creative purports to introduce a new service that will freeze limited-time-only menu items for future consumption on behalf of customers. The effort is part of the overall “BP Classics” promotion that began in October and will run until the end of the year. Media buying was conducted by UM.

“We saw the tweets,” said James Kawalecki, vice-president of marketing at Boston Pizza. “We know you want the classics back forever.We know how much they mean to you, and we know how important it is to secure these items for your grandkids, great grandkids, and future generations.”

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