Boston Pizza begins patio campaign
Restaurant chain Boston Pizza Canada has begun a new campaign intended to remind consumers how to use patios in the wake of the COVID-19 pandemic. Developed by John St. of Toronto, the natioinal campaign includes a 72-page manual on patio usage containing articles and infographics on topics such as keeping wasps out of a glass of beer, placing an order with a human server and deploying coasters. A number of randomly-selected customers will receive a first edition copy of the manual via a contest conducted through the chain’s Instagram account. An electronic version of the book can be downloaded from <http://www.bppatiomanual.com>. The effort also includes a toll-free hotline that provides advice on patio etiquette, a television commercial, online video, social media content, out-of-home ads, street posters and radio ads.
“With the most patio locations across Canada, Boston Pizza wrote the book on patio-ing in this country,” said Cam Boyd, creative director at John St. “That’s why it was necessary for us to actually write the book on patio-ing.”