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Creative

Scrap Father’s Day, We Want This Pizza Box Innovation All Year Round

john st. and Boston Pizza launch the world’s first pizza box designed for eating in bed

Scrap Father’s Day, We Want This Pizza Box Innovation All Year Round

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.”