That little white disc in your pizza box, designed to keep the carboard lid from touching the pizza, has never enjoyed a second act—until now.
Canadian agency john st. dreamed up the ludicrous but charming idea to include a couple of tiny chairs in some takeout orders from client Boston Pizza. This makes the lonely disc suddenly look like a table, forming a completely useless yet adorable set of miniature patio furniture.
Hey, your kid's Lego characters might use it?
"Patio season is a big deal for Canadians and for Boston Pizza" says Adrian Fuoco, the company's senior director of marketing. "This was all about creating something fun that was part of our larger patio season initiative. Ultimately, we found a way to bring together the two things we're passionate about—patio and pizza."
"As long as I can remember, people have said those delivery pizza savers look like little patio tables" adds Paul Little, creative director at john st., the agency behind the little furniture. "As soon as we had the idea to make the little chairs to go with them, we knew we had something great. It just makes everyone happy. And that's what sitting on a Boston Pizza patio in summer is all about."
The chairs were 3-D printed using food-safe materials.
It's a bit baffling why this idea actually works, but no more baffling than a chain called Boston Pizza that operates only in Canada.
Client: Boston Pizza
Title: The Pizza Patio Set
Client: Boston Pizza International
Assistant Marketing Manager: Kayla Burchell
Marking Manager: Caley French
Sr. Marketing Director: Adrian Fuoco
Agency: john st.
Chief Creative Officer: Angus Tucker
Creative Director: Paul Little
Copywriter: Robbie Percy
Art Director: Caroline Friesen
Executive Director: Cas Binnington
Head of Integrated Production: Aimee DeParolis
Producer: Erin Feldman
Team Lead: Ryan O'Hagan
Account Director: Caitlin Bourada
Account Supervisor: Emily Farncomb
Photography Production: Gas Company
3D Printing: 3D Phaktory