​Toronto-based john st. came up with world’s 1st pizza box designed for eating pizza in bed ​

Creativity, Innovation

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 (…) 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.

Adrian Fuoco,

Senior Director of Marketing for Boston Pizza International

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 (…) 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 (…) It sounds ridiculous, but knowing some lucky people are going to be able to comfortably eat pizza in bed makes it all worth it.

Paul Little,

Creative Director at john st.

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 favorite menu items. The limited-edition boxes are available exclusively through the contest.

Boston Pizza International Inc. is Canada’s No. 1 casual dining brand with more than 390 restaurants in Canada and more than $1 billion in sales. Annually, Boston Pizza serves more than 40 million guests. Boston Pizza International Inc. is located in Richmond, B.C., and has regional offices in Mississauga, Ontario and Laval, Quebec.

john st. is an internationally recognized advertising agency with offices in Toronto and Montreal. Founded in 2001, they have gained a reputation for transforming some of Canada’s most iconic brands like President’s Choice, Home Hardware, Tangerine, and No Frills among others. Their expertise in brand identity, brand strategy, go-to-market optimization and design thinking has created some of Canada’s most awarded and loved campaigns over the last 17 years.


Client: Boston Pizza

​Title: BP in Bed​

Client: Boston Pizza International

Assistant Marketing Manager: Kayla Burchell

Marking Manager: Caley French

Sr. Marketing Direction: Adrian Fuoco

Agency: john st.

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