To mark Pizza Week, which runs from May 1 to 10, HGreg and Pizza Salvatoré are joining forces to offer an experience as playful as it is unexpected: a pizza-scented air freshener for cars.
This bold initiative, the brainchild of HGreg’s marketing team, was initially aimed at creating an original idea for April Fool’s Day. The excitement sparked by the idea resulted in a collaboration with Pizza Salvatoré—a Québec-based company known for its daring marketing strategies—in order to make the project a reality for Pizza Week.
Produced in a limited edition of just 1,000 copies, this air freshener is distributed through HGreg dealerships, Pizza Salvatoré’s social media and a campaign with several influencers and content creators.
“HGreg is thrilled to partner with another local company to design something unique that amazes and entertains,” said Harry Kasparian, Vice-President of Marketing at HGreg. “Remaining innovative and engaged with our community is key for us, and this collaboration fits perfectly with our approach.”
“Right from our initial talks with HGreg, we were enthusiastic about the concept of an April Fool’s Day pizza-scented air freshener,” expressed Elisabeth Abbatiello, partner and vice-president of communications and outreach at Groupe Abbatiello. “This initiative embodies our desire to infuse humour by creatively engaging with our brand: it adds a savoury and delightful twist to every drive, staying true to the innovative spirit of the Pizza Salvatoré team.”
Since its announcement last April, the air freshener has already created a buzz, highlighted by a mention on the Salut Bonjour TV show and generating numerous reactions on social media. This campaign adds to a series of creative initiatives deployed by HGreg this year, including a notable collaboration with Polysleep for April Fool’s Day.
HGreg and Pizza Salvatoré are teaming up to create a pizza-scented air freshener to mark Pizza Week, celebrated from May 1 to 10, 2025.
About Pizza Salvatoré
Founded in 1964 by Mr. Salvatoré Abbatiello and taken over by the third generation from their parents in 2018, Pizza Salvatoré is a 100% Québec-based fast-food chain that is family owned. With more than 3,000 employees in the east of the country, the banner operates a franchise network of more than 115 restaurants in Québec, New Brunswick, Nova Scotia and Ontario. Famous for its mozzarella-stuffed-crust pizzas and poutines made with fresh cheese, Pizza Salvatoré has a simple but powerful mission: to deliver comfort to every door, with passion and local pride.
About HGreg
Established in 1993, HGreg is committed to simplifying the car-buying process through its core values of excellence in customer service, transparency, smart use of technology and a refreshing customer-focused philosophy. Supported by a passionate team of car enthusiasts, HGreg operates dealerships in Québec and the U.S., offering both new and pre-owned vehicles. For more information, visit www.hgregoire.com.
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