Pizza connoisseurs and longtime marketing geniuses at Boston Pizza are back at it again with another majorly viral ad campaign, Adweek reports. This time, they’ve created a little patio ensemble to go with the table that comes inside most pizza boxes, making that little device — that ensures the lid of the pizza box doesn’t smash into and destroy your delicious pie — so much cuter.
“Patio season is a big deal for Canadians,” client senior director of marketing of John St. Adrian Fuoco told the site. “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 — patios and pizza.”
There are a limited number of patio sets going out from Boston Pizza locations, which is actually a Canadian chain. It’s unclear if they intend to extend the campaign, given its viral success.
Everything that comes in the set (two chairs and the table) is food-safe, so customers can re-assemble the scene on their other favorite meals, or even spice up their Tupperware-clad desk lunch.