Boston Pizza is bringing its own style to Father’s Day celebrations with the release of a line of branded gifts for dad – as well as a promotion that puts a new spin on a classic offer.
The casual dining brand worked with John St. on the effort, which is anchored by its “Za for Pa Father’s Day Gift Shop.” The online marketplace, hosted by Society6, features 19 tropical-themed staples of Father’s Day gifting, ranging from water bottles and duffel bags to throw blankets and socks.
Each item is emblazoned with a design that incorporates Boston Pizza’s logo, but it also includes a QR code which can be scanned to visit a registration site. On that site, dads can send photos of themselves with their gift to receive a $25 gift card for a new “Dads Eat Free” promotion.
“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 for the casual dining chain.
“We know there are a lot of dads and father figures out there who are big fans of Boston Pizza, and Boston Pizza is a big fan of them,” adds Cam Boyd, executive creative director at John St. “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.”
The online shop launched on May 25 and is open through to Father’s Day (June 18), supported by a social media campaign that features ads for each of the shop’s items, modeled by a dad in a typical dad pose. All of the ads drive to the gift shop, while all net proceeds from the sale of “Za for Pa” merchandise will be donated to the Coalition to Cure Prostate Cancer.
UM handled media for the campaign, while Glossy is handling the PR.
