With Canada's notoriously brutal winters, summer (or "patio season") is the most competitive time for restaurants with outdoor patios. The brief was simple, Boston Pizza needed to set itself apart from competitors and drive traffic and sales for its patio.

Every pizza from Boston Pizza comes with a small "pizza saver" in the middle to protect it from the box. And it's widely agreed that these pizza savers look like miniature tables. So to promote its patio season, Boston Pizza 3D printed miniature patio chairs to match these iconic “pizza saver” tables, creating a miniature pizza patio set.

Boston Pizza's primary target is millennials. The pizza patio set campaign was specifically designed to play off of the existing internet pizza meme culture by creating a memorable and shareable visual.

The chairs were custom 3D printed using food safe materials and delivered with orders from select locations. Imagery and GIFs of the patio set were used to amplify the execution online.

The story of the pizza patio set was shared by everyone from news outlets like Fox Business News to personalities like Pee Wee Herman to the famous Instagram account: The Fat Jewish. The campaign garnered over 150 million earned media impressions, not bad for a Canadian restaurant chain. Most importantly, people actually came to the Boston Pizza patio, which saw a 6% sales increase during the campaign period.