Jon & Vinny's

This Pizza Box Doubles as a Chess Set!

In a promotional tie-in with Netflix's "The Queen's Gambit," Jon & Vinny's offered a custom chess board box with a 32-piece set.

  • Netflix worked with Jon & Vinny’s in Los Angeles on a campaign to win an Emmy Award for “The Queen’s Gambit.”
  • For three days in June, orders were delivered in a pizza box redesigned into a green and white chess board.

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The Los Angeles eatery Jon & Vinny’s had a big-name partner in its latest promotion: Netflix, which has launched a massive campaign to win an Emmy Award for its popular limited series, “The Queen’s Gambit.”

So how do you use pizza to earn an Emmy? You offer a free chess set with every delivery, obviously.

The Jon & Vinny’s green and white cardboard pizza boxes were redesigned into chess boards for the campaign. Each pizza order included a 32-piece black and white plastic chess set packed in a branded “The Queen’s Gambit” bag. The bags came with a hang tag featuring actress Anya Taylor-Joy and a QR code on the back that linked to a “For Your Consideration” page on Variety’s website.

Customers automatically received the boxes and chess sets when they ordered from either Jon & Vinny’s location—in Fairfax and Brentwood—from Thursday, June 10, through Sunday, June 13.

A co-promotion with Netflix tied in to a hit TV series seems like a prime-time opportunity for a two-location pizza company. Oddly, however, Jon & Vinny’s only touted the offer on social media with one Facebook post and one Instagram post on June 11, midway through the campaign. The Instagram post garnered 548 likes, while the Facebook post only had one like.