Boston Pizza Wrote the Book on the Return to 'Patio-ing'

Resocialize yourself with John St.'s manual

Boston Pizza knows a little something about patios. In fact, outdoor dining is one of the Canadian eatery's main attractions.

So, the brand teamed up with John St. to produce a "refresher course" for stir-crazy Canadians as the nation starts to emerge after months of lockdowns.

This free 72-page (!) manual breaks it down, explaining how to tell if you're actually outside (note the lack of walls and ceilings) ...

... and offering fashion tips (please, no bathrobes):

Remember, when dining on a patio, "you can order an alcoholic drink that doesn't come from your fridge" ...

... and savor plants you don't have to water:

As for avoiding awkward run-ins with diners like your ex or "that guy from school whose name you forgot," a table umbrella might give you some cover (though not much):

"With the most patio locations across Canada, Boston Pizza wrote the book on patio-ing in this country. That's why it was necessary for us to actually write the book on patio-ing," says John St. creative director Cam Boyd.

Patio as a verb? Dude, you need to get out more.

The campaign also includes an Instagram contest, this cheeky hotline—call 1-855-BP-HOW-TO—and a "re-training" video:

A Boston Pizza Patio Re-Training Video

"Sitting on the patio, enjoying the weather, a drink and some great food and the in-person company of friends are pastimes Canadians have universally been longing to return to," says Boston Pizza VP of marketing James Kawalecki. "And we just want to make that return to a BP patio a smooth and enjoyable one."

As for wasps, well, "they're ill-mannered and they have an unnatural attraction to draft beer," but at least they're not buzzing around your bedroom as you scarf down slices between the sheets:

And remember, there's just one approved tip for your hard-working server:


Client: Boston Pizza Canada
SVP, Marketing: Peter Blackwell
VP, Marketing: James Kawalecki
Director of Marketing: Niels van Oyen
Associate Marketing Manager: Gabrielle Herbert
Marketing Coordinator: Jessica Mantini

Agency: John St.
Chief Creative Officer: Cher Campbell
Creative Director: Cam Boyd
Art Director: Michelle Orlandi
Copywriter: Tim Morrison
Graphic Designer: Carol Hung
Strategist: Daavi Wong Wolfson
Group Business Lead: Ian Brooks
Business Lead: Lindsay Day
Account Supervisor: Kelly Brennan
Account Coordinator: Bairavi Sripalan

Illustration/Print Production
Producer: Erin Feldman
Illustrator: Cam Miller
Printer: Gas Company

Web Development
Producer: Natalie Cooper
Producer: Nicole Klug
Wireframes: One Pixel Off
Developer: Ahmed Wageh

French Language Campaign
Agency: Rue John
Associate Creative Director: Gabrielle Soucy-Girard
Copywriter: Beatrice Rea

TV/OLV Production
Agency Producer: Raquel Rose
Production Company: Partners Film
Directors: Ben & Dave
Executive Producer: Aerin Barnes
Line Producer: Amalie Bruun

Editorial: Saints
Editor: Cam Lasovitch
Producer: Mackenzie Goodwin
Online: Darling

Audio: Eggplant

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