Pizza Pizza is thinking outside of, and on top of, the box. The QSR’s “Hockey Box” is designed to resemble a hockey rink, complete with a built-in “hockey net” made from a pizza prop. Coca-Cola bottle caps act as the puck, transforming the box into a fun game.
The latest packaging harkens back to 2019, when Pizza Pizza turned its box into a basketball court. According to Amber Winters, senior director of marketing at Pizza Pizza, it was a widely popular and memorable innovation and a “big hit in terms of brand exposure,” entrenching its partnership with the Toronto Raptors.
“This time, instead of restructuring the box to set up the game play, the box comes pre-designed as a rink surface, and the custom compostable mini net will be placed inside the box, replacing the standard pizza saver,” Winters tells strategy.
To celebrate Pizza Pizza’s long-standing partnership with the NHL, fans in certain markets will get customized Hockey Boxes featuring their local team’s branding, including the Toronto Maple Leafs (above), the Winnipeg Jets and the Montreal Canadiens. The team versions will be available in their respective regions, however all markets coast to coast will have this game box available for a limited time.
“We’re a Canadian brand and we understand that hockey viewership at this time of year remains hugely popular and topical, especially as many Canadian teams are in strong playoff contention,” Winters says. “With NHL and PWHL action in full swing, and the Four Nations tournament around the corner, there are tons of opportunities to catch a game this season, while enjoying a pizza and some drinks and playing your own match-up from the comfort of your home.”
Similar to its Raptors game box, Pizza Pizza designed everything in-house, from the hockey box, the net engineering and design and the promotional materials.
The Hockey Box initiative will be marketed on TV (linear and Connected), YouTube pre-roll, out of home, paid social, influencers, search, Twitch and direct to sports audiences on platforms such as TheScore and its sponsorship on Sportsnet’s Hockey Central.
The TV and online video spots were produced by Rack & Pinion.
Media Experts led the media buy for the campaign, and SpPR is providing comms support.
