Boston Pizza (BP) is a national chain of restaurants in Canada that has recently shifted its target group from an all-family approach to focus more on guys. 'Dads and Dudes' is the shorthand for our target of this casual-service environment. One of the areas of the business that needed support was Take Out and Delivery (TOD). It’s the fastest-growing segment in casual dining, but it wasn’t growing for Boston Pizza. To address this, we developed the creative platform of 'The Joy of Finger Cooking', a tongue-in-cheek notion that encouraged men to 'give cooking the finger'. The finger, of course, is the most important utensil in our target’s 'cooking' repertoire. Finger Cooking allows guys to get food on the table with just a click of the mouse, avoiding the kitchen altogether.

After BP launched “Finger Cooking” as the new method of cooking for men who don’t want to cook, publishing their take out menu as a cookbook was the next logical step. Instead of mailing out the usual TOD flyer typical of the category, BP published two million copies of a cookbook called The Joy of Finger Cooking and distributed it to households across the country. The book allows people to “cook” BP’s entire menu just by using a finger and their laptop. The launch was supported by a six-week TV buy, including 30 and 15 second spots; in-store POS; a Facebook tab; online banners; and a 15 second pre-roll. Television was used as an awareness driver to promote the cookbook, and online banners were placed on targeted sites with hard-hitting messaging asking people to discover the joy of Finger Cooking today.

In week 1 alone, a Boston Pizza online sales record was broken. After the first 4 weeks, online ordering made up 18.8% of total TOD, the highest percentage for the brand to date, and online ordering single store sales growth (SSSG) was up +59.3%.**Note to Cannes: sales figures are not for publishing.