In a bold and flavor-filled twist to celebrate this year’s Pizza Week—from May 1 to May 10—two popular Québec-based companies, HGreg and Pizza Salvatoré, have joined forces to introduce something both imaginative and amusing: a limited-edition, pizza-scented air freshener designed specifically for cars. This unexpected product aims to surprise and delight consumers while strengthening both brands’ reputations for creativity and community engagement.
An Unconventional Collaboration Born from a Prank
What began as a lighthearted idea for an April Fool’s Day joke soon turned into a full-fledged marketing campaign that captured attention across Québec and beyond. HGreg, a major automotive group known for its forward-thinking promotional strategies, initially developed the idea of a pizza-scented car air freshener as a humorous concept to tease customers online. But when the idea generated an overwhelming amount of excitement internally and on social media, the company decided to turn it into reality.
That’s when Pizza Salvatoré—renowned for its bold marketing stunts and strong brand presence in the Québec fast-food scene—entered the picture. Known for pushing the envelope when it comes to promotion and consumer engagement, the pizza chain saw immense potential in the quirky idea. Together, the two companies embarked on a unique partnership to bring the aromatic novelty item to life just in time for Pizza Week.
A Whiff of Fun: The Pizza Air Freshener
The result of their collaboration is a playful and deliciously scented air freshener, designed to fill cars with the savory aroma of freshly baked pizza. The product was carefully developed to mimic the warm, inviting smell of melted cheese, tomato sauce, and crispy crust—a scent many find irresistibly comforting.
Released in an ultra-limited edition of only 1,000 units, the pizza air freshener has become a coveted item. Distribution is being handled through HGreg dealerships across the province, as well as through Pizza Salvatoré’s popular social media channels. Additionally, a targeted promotional campaign is running in partnership with various Québec-based influencers and digital content creators, helping to amplify the buzz and get fans talking.
“This initiative is a perfect example of what we strive for at HGreg—bringing something fresh, fun, and community-oriented to our audience,” said Harry Kasparian, Vice-President of Marketing at HGreg. “Collaborating with another beloved local brand like Pizza Salvatoré has been a joy. Together, we’ve created a product that’s not only unique but also reinforces our shared commitment to innovation and customer engagement.”
A Shared Commitment to Innovation and Humor
Pizza Salvatoré echoed this sentiment, emphasizing the fun and community-focused nature of the campaign. “From the moment we started discussions with HGreg, we were excited by the creativity and humor behind the concept,” said Elisabeth Abbatiello, Partner and Vice-President of Communications and Outreach at Groupe Abbatiello, which owns Pizza Salvatoré. “This campaign is a playful representation of how we like to connect with our customers—by doing something unexpected, flavorful, and above all, memorable.”
Indeed, the partnership between these two companies is a prime example of how local businesses can think outside the box and collaborate to produce something far beyond a standard promotion. For Pizza Salvatoré, this fits perfectly into their ongoing tradition of humorous and offbeat marketing. From extravagant giveaways to humorous commercials, the company has long shown a willingness to push creative boundaries in pursuit of strong customer engagement.
Buzz and Reactions Across the Province
Since the announcement of the pizza air freshener in early April, the campaign has garnered a considerable amount of attention, both in traditional media and across digital platforms. One of the early highlights came when the initiative was featured on the popular Québec morning show Salut Bonjour, where hosts reacted with a mix of amusement and genuine curiosity. Social media platforms, including Instagram, TikTok, and Facebook, have also seen a wave of reactions—ranging from laughter and amazement to eager questions about where and how to get one.
Fans have taken to commenting, sharing, and tagging friends in posts featuring the air freshener, many expressing how they “need one now” or joking that it might make them crave pizza more often during their commutes. Influencers involved in the campaign have shared unboxing videos and comical reviews, further fueling the virality of the initiative.
Building Momentum with Playful Marketing
This campaign is just the latest in a growing list of playful and innovative efforts by HGreg. Earlier this year, the company drew attention with a well-received April Fool’s Day collaboration with Polysleep, which featured a humorous product mashup that imagined merging beds with vehicles. These stunts showcase a larger trend in marketing: brands increasingly leaning into humor, surprise, and shareable content to differentiate themselves in a crowded marketplace.
According to Kasparian, such campaigns are not just about entertainment—they’re part of a broader strategy to stay relevant and connected in the digital age. “Today’s consumers, especially younger generations, want to engage with brands that feel approachable, creative, and fun. We take that seriously, and that’s why campaigns like this one are so important to us,” he noted.
What’s Next for These Local Trailblazers?
While the pizza-scented air freshener is available only for a limited time and in limited quantities, the success of the initiative opens the door for future collaborations between HGreg and Pizza Salvatoré—or even other like-minded local brands. Both companies have hinted that they’re always brainstorming new ideas to keep their audiences entertained and engaged.
Whether it’s a pizza-themed driving playlist, car-themed pizza boxes, or another multisensory product in the future, it’s clear that both brands see immense value in embracing fun and surprising their customers.
As Pizza Week continues through May 10, this collaboration serves as a reminder of how powerful local partnerships can be when they’re built on shared values, creativity, and a healthy dose of humor. And for those lucky enough to snag one of the exclusive air fresheners, every ride becomes a mouthwatering reminder that sometimes, the best ideas start with a laugh.
