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A Carolling Pizza Box


Design: john st.
Location: Canada
Project Type: Produced
Client: Boston Pizza
Product Launch Location: Canada
Packaging Contents: Pizza
Packaging Substrate / Materials: Cardboard

Boston Pizza creates the world’s first pizza-themed Christmas carol to launch their new Christmas Pizza.

To promote their Christmas Pizza, which is a full turkey dinner on top of a pizza, Boston Pizza didn’t create an ad. They created a Christmas carol, called Chorus of the Pizza, and a carolling pizza box to deliver it in.

Chorus of the Pizza describes exactly what a Christmas pizza is:
It’s a turkey dinner on a pizza.
Pizza underneath a turkey dinner.


It also lists the ingredients:
  • Cranberry sauce.
  • Gravy on top.
  • Turkey as well.
  • And also cheese.
  • Why is there cheese?
  • Cause we love cheese.



“The Christmas Pizza is a remix of a Christmas classic. What better way to promote it than by remixing another Christmas classic?” Said Adrian Fuoco, Senior Director of Marketing for Boston Pizza.

“Christmas is kind of stressful for a lot of people so we thought it would be nice to have some fun with the pizza, and the advertising at the same time,” adds Angus Tucker, Chief Creative Officer at john st., the agency who worked on the campaign. “And we think this work is almost as fun as the pizza.”

The pizza will be available at all Boston Pizzas across Canada and the limited edition carolling box will be sent to a few lucky customers starting November 13th.


CLIENT
Client: Boston Pizza Canada
SVP, Marketing: Peter Blackwell
Sr Director of Marketing: Adrian Fuoco
Sr Marketing Manager: Niels van Oyen
Assistant Marketing Manager: Gabrielle Herbert

AGENCY
Agency: john st.
Chief Creative Officer: Angus Tucker
Executive Creative Director: Paul Little
Copywriter: Maddie Rosenberg
Art Director: Ela Kallonen
Director of Strategic Planning: Trevor Thomas
Strategist: Daavi Wong Wolfson
Executive Producer: Cas Binnington
Producer: Clare Dietrich
Producer: Erin Feldman
Team Lead: Ryan O’Hagan
Account Director: Caitlin Bourada
Account Executive: Kelly Brennan
Account Coordinator: Hailey Stummer

TV PRODUCTION
Director: Matt Dilmore
Production Company: Suneeva
Executive Producers: Geoff Cornish, Sara Thomas
Line Producer: Mike Masters
Casting: Mann Casting
Editorial: Jon Devries, School Editing
Colour: Clinton Homuth, ArtJail
Online: Andrew Rolfe, Fort York VFX
Audio: Roc Gagliese, Adam Damelin, Eggplant

CAROLLING BOX PRODUCTION

Box Production: Gas Company
Photography Production: Gas Company






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