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Boston Pizza's BP Patio Badges Celebrate Pro Patio Behaviour

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Tongue in cheek campaign from john st. offers scout inspired badges to Boston Pizza fans who achieve a wide range of patio accomplishments

Boston Pizza's BP Patio Badges Celebrate Pro Patio Behaviour

It's no secret Canada has a painfully short patio season. That's why when Canadians are able to descend on patios, the act is treated as more than a pastime, but a serious passion deserving acknowledgement.

And who better to reward these pro-patio moves than the restaurant with the most patios across the country?

Building on its 2021 campaign retraining the nation on 'how to patio' after a long pandemic hiatus, Boston Pizza's new tongue-in-cheek campaign is all about rewarding great patio-ing with a series of Scouts-inspired proficiency badges celebrating a wide range of patio accomplishments.

The 25 badges are accolades for patio moves like levelling a rickety table with a folded coaster, ordering tacos on a day other than Tuesday, and being that person who yells 'Opa!' when a plate breaks on the patio.

“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, ECD of john st., the agency responsible for the new advertising campaign. “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.”

To ‘patio like a pro’, people simply have to visit a BP patio and scan the QR code at their table to collect digital badges for their Patio Handbook. The personalised handbook acts as storage for collections, to track progress, and a resource to learn more about the other badges available.

The more people patio at BP, the closer they come to a full collection, and the better chance they have at winning the grand patio prize - which is more patio-ing! Anyone with a full collection at summer’s end will get the chance to win one of five BP gift cards, as well as a real life set of their full badge collection.

"The Patio season is a big deal for us at Boston Pizza," said James Kawalecki, VP of marketing at Boston Pizza. "Those perfect summer days and nights are something we crave all year long. From the perfect outdoor food and drink options, to our fun and lively atmosphere, we've made the BP Patio experience one that rewards anyone who wants to reacquaint themselves with the finer points of patio-ing.”

The national campaign also includes:15 TV spots, social posts, out-of-home, wild postings and radio.

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Client: Boston Pizza Canada

SVP, Marketing & Communications: Peter Blackwell

VP, Marketing: James Kawalecki

Director of Marketing: Niels van Oyen

Marketing Manager: Gabrielle Herbert

Associate Marketing Manager: Kenrick Philip


Creative Agency: john st.

Chief Creative Officer: Cher Campbell

Executive Creative Director: Cam Boyd

Art Director: Michelle Orlandi

Copywriter: Emily Ferraro

Art Director: Xiang Zheng

Copywriter: Emma Lorenzi

Copywriter (FR): Beatrice Rea

Strategy Director: Mike Strasser

Executive Producer: Cynthia Cyr

Producer: Danielle Lloyd

Producer: Erin Feldman

EVP Account Management: Tishan Canagasaby

Account Director: Harjot Tatla

Account Supervisor: Pooja Mokashi

UX / UI Design: Teunis Vorsteveld

Development: One Pixel Off Incorporated

Media Agency

Media Agency: UM Canada


Illustrator: Cam Miller

Retouching: Nabil Elsaadi

Printer: The Gas Company

Production Company: KIDDO Films

Director: MAPP

EP: Maisie Thomas

Producer: Jeff Schwartz

Editorial: Saints Editorial

Editor: Cam Lasovich

Assistant Editor: Ryan Grandsen

EP: Mackenzie Goodwin

Online: Darling

Colourist: Kassi Bellamy

EP: Morgan Campbell

Online Artist: Lauren Rempel

Genres: Dialogue, Comedy, People

Categories: Food, Pizza

john st., Fri, 05 Aug 2022 12:57:01 GMT