Boston Pizza spreads the joy of finger cooking

Two years ago, Boston Pizza became the first casual dining restaurant to offer takeout and delivery, and it focused on a male target - dads and dudes. Taxi developed "Finger Cooking," with its only requirements being a finger and a computer. With these two tools, dad can go online and have dinner taken care of in minutes.

The agency published "The Joy of Finger Cooking," a cookbook that showed men how to "cook" the Boston Pizza menu. It consisted of a national direct drop of two million cookbooks. TV included 30- and 15-second spots, while standard banners, along with pre-roll, kicked off four weeks of digital activity.

The overall campaign recorded 59% growth versus an original goal of 10%, and for the first time ever, online orders surpassed those via telephone.

Taxi also revamped The online menu was completely redesigned and new food photography helped increase food-quality perceptions. The agency used users' locations to automatically find the nearest Boston Pizza to them, making the site much more efficient. The user experience was made to be intuitive, requiring the fewest clicks possible.

To support the site's relaunch, a new campaign was developed, led by direct mail and supported with television, print, online banners and social media posts, all driving to the newly designed website.

Online ordering saw double-digit growth throughout the promotional period, and it peaked in the third week of the program, with an increase of over 80% versus a year ago.