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Boston Pizza
Boston Pizza: The Joy of Finger Cooking

RAN IN: Canada

CLIENT
Boston Pizza International

Andrew Borsk - Mktg. Manager
Alex Green - VP, Mktg.
Steve Silverstone - EVP, Mktg.

AGENCY
TAXI *Lead Agency

Darren Clarke - Executive Creative Director
Tamara Gervais - Acct. Manager
Anna Halfpenny - Acct. Director
Brooke Hennessy - Designer
Niall Kelly - Assoc. Creative Director
Irfan Khan - Writer
Edith Rosa - Group Acct. Director


SUMMARY

In Canada, ordering take out and delivery (TOD) from Boston Pizza (BP) is known as Finger Cookig - all you need is a computer, and your finger. To ensu BP's new TOD menu stood out from the direct mail clutter, we reimagined it as The Joy of Finger Cooking, the world's first cookbook for people who don't want to cook. Campaign objectives to increase online ordering sales by 10% in each region were exceeded, with online TOD SSSG of +49.2% at the end of the five-week campaign period.

CASE VIDEO


Hero Medium: Direct

Medium Featured On Video: TV, Interactive, Social Networking Sites/Applications, Direct,Online

Audience: Fathers, Men, Young Men (20-35), Families

Objectives: Increase sales, volume

Type: Business to Consumer

Classification: National

Language: English