Don’t you just hate when you get a pizza delivered to eat in bed while watching Netflix only to find it’s mildly inconvenient to eat right out of the box?

Well, Toronto agency John St. had particularly lazy people like you in mind with the creation of a new campaign for Boston Pizza that dares to dream of a better way. The agency created a pizza box that doubles as a serving tray, specifically designed to be eaten in bed. Boston Pizza unveiled the creation in an online video from the agency promising “The breakthrough we’ve been waiting for.”

“As Canada’s pizza leader, we’re always looking for new ways to make pizza-eating more fun and convenient for our guests,” Boston Pizza International senior director, marketing Adrian Fuocosaid in a statement. “And with more TVs in bedrooms than ever, and more seasons to binge-watch, now’s the perfect time for this kind of pizza innovation. The result is a pizza box with legs that easily unfold and lock into place. And just like that, you can comfortably eat a pizza in bed.

Read more at Agency Spy: https://www.adweek.com/agencyspy/john-st-created-a-pizza-box-for-boston-pizza-designed-for-eating-pizza-in-bed-because-youre-just-that-lazy/147115