Boston Pizza gets extra cheesy for Father’s Day

Who: Boston Pizza, with John St for strategy and creative; Caio Oyafuso for design; Fuze, One Pixel Off and Bandada for website; and UM for media.

What: “Za for Pa,” a Father’s Day campaign that combines some clichéd gifts with a “dads eat free” promotion.

When & Where: The campaign launched May 25, and will run through Father’s Day. There’s social ad, but the home base for the campaign is an online gift shop with 19 tropical- (and pizza) themed gifts for dad.

Why: Boston Pizza has a history of quirky, playful activations tied to holidays and other cultural moments (see here, here, and here). For Father’s Day, BP and John St. wanted to have some fun with the idea that gifts for dad “aren’t usually the most exciting or inspiring.” BP leaned into the tradition of cheesy gifts, while also giving a reason for dads—and presumably their kids/families—to order dinner from the Canadian pizza chain.

“Dads are some of our most loyal guests, so we thought what better way to celebrate them than with pizza-laden gifts that unlock free pizza?” said Sean Megna, marketing manager at Boston Pizza.

How: Working with online marketplace Society6, BP and John St. created 19 “Za for Pa” Boston-Pizza themed items including water bottles, laptop sleeves and, naturally, socks. Each item features a bright tropical design of parrots, pizza and palm fronds.

The gifts are real—with all net proceeds going to the Coalition to Cure Prostate Cancer—but subtly added to each design is a QR code that pushes to a site. At the site, dads can upload a photo of themselves with their Za for Pa gift in exchange for a $25 gift card for some real ‘za at Boston Pizza.

“While Boston Pizza has run ‘Kids Eat Free’ promotions many times before, we thought that combining the Father’s Day tradition of receiving some not-so-special gifts with a ‘Dads Eat Free’ offer gives Dad what he really wants: A gift he expects, plus a surprise meal with the family,” said Cam Boyd, executive creative director at John St.

David Brown