Boston Pizza releases holiday catalogue
Restaurant chain Boston Pizza Canada has begun a holiday season campaign called the “BP Wish List.” Developed by John St. of Toronto, the effort consist of a digital guide to pizza-themed gifts designed to resemble holiday wish books published by various retailers in the 1980s and 90s. The guide, located at <http://www.bpwishlist.com>, features 20 fictional gift items including a snow scooter with pizza slices for skis, an ice scraper shaped like a pizza slice and a snow globe containing parmesan cheese. The campaign also includes billboards and social media advertising highlighting a specific gift, as well as a direct mail execution in the style of a printed catalogue.
“We all remember that feeling of opening up a holiday catalogue, scanning through every page, reading every single word,” said James Kawalecki, vice-president of marketing at Boston Pizza. “There’s a deep emotional connection to that routine that’s been lost in the digital age. We wanted to tap into those nostalgic feelings and put our messaging right into that headspace, but in a Boston Pizza way.”