Boston Pizza conducts Patio Badges promotion
Restaurant chain Boston Pizza Canada has begun a summer promotion called “BP Patio Badges” that involves distributing scouting organization-style badges for various patio-related behaviour. Developed by John St. of Toronto, the promotion includes 25 digital badges for activities such as leveling a wobbly table with a coaster, ordering tacos on a day other than Tuesday, or saying “Opa” when someone breaks a plate. Consumers who visit a Boston Pizza patio can scan a QR code at their table to collect digital badges for a Patio Handbook. Consumers who have collected the full set of badges by the end of summer will be entered into a draw for one of five gift cards, as well as a physical set of the full badge collection. The national campaign also includes 15-second television commercials, social media content, street posters and radio ads. Media work is being handled by UM Canada.
“Canadians know how to enjoy a patio better than any nation on Earth, mainly because we know how fleeting those summer days are,” said Cam Boyd, executive creative director at John St. “With the most patios in the country, it was Boston Pizza’s responsibility to acknowledge their proficiency and become the place where those in the know, patio.”