Boston Pizza in Bed

Derrick Lin


Design: john st.
Project Type: Produced, Commercial Work
Client: Boston Pizza
Packaging Content: Pizza
Packaging Material: Cardboard
Location: Canada

​The World’s First Pizza Box Designed for Eating Pizza in Bed is Here ​

Unveiled in an online video from Boston Pizza, an unassuming limited-edition pizza box transforms into a self-supporting table and lets you eat pizza in bed. Introducing “BP in Bed”.

“As Canada’s pizza leader, we’re always looking for new ways to make pizza-eating more fun and convenient for our guests,” says Adrian Fuoco, Senior Director of Marketing for Boston Pizza International. “And with more TVs in bedrooms than ever, and more seasons to binge-watch, now’s the perfect time for this kind of pizza innovation. The result is a pizza box with legs that easily unfold and lock into place. And just like that, you can comfortably eat a pizza in bed.”

Created entirely out of cardboard to adhere to food and safety standards, packaging designers went through months of prototyping to ensure it was both easy and safe to use.

“It’s a simple idea, but a lot of thinking went into making sure it would actually work,” adds Paul Little, Creative Director at john st., the agency who helped Boston Pizza create the limited-edition box. “There were a lot of factors to consider. It had to be high enough to fit over a person’s legs and low enough to comfortably eat off of. We had to compensate for the average depth someone sinks into a bed versus the average leg width, average pizza weight, the list goes on and on.” Little continues, “It sounds ridiculous, but knowing some lucky people are going to be able to comfortably eat pizza in bed makes it all worth it.”

The pizza boxes are part of a larger campaign to promote Boston Pizza as the best choice for Dad this Father’s Day. A limited run of the “BP in Bed” pizza boxes will be available for Canadians to win, just in time for Father’s Day. From Wednesday, June 6th to Monday, June 11th Canadians can comment on the video by tagging a father figure in their life for a chance to win a BP in Bed experience, including $100 of their favourite menu items. The limited-edition boxes are available exclusively through the contest. Rules and regulations can be viewed here.

Additional Credits
Assistant Marketing Manager: Kayla Burchell
Marking Manager: Caley French
Sr. Marketing Direction: Adrian Fuoco
Chief Creative Officer: Angus Tucker
Creative Director: Paul Little
Copywriter: Kohl Forsberg
Art Director: Dorota Pankowska
Executive Design Director: Mooren Bofill
Retail Designer: Michael Arnott
Executive Director: Cas Binnington
Head of Integrated Production: Aimee DeParolis
Producer: Neal Owusu
Team Lead: Ryan O’Hagan
Account Director: Caitlin Bourada
Account Supervisor: Emily Farncomb
Director: Paul Steinberg
Line Producer: Maddy O’shaughnessy
Production Company: Heyd & Seek / 172
Editor: Scott Edwards
Online: Tendril
Audio House: Audio Process