The boxes, 120,000 of which will go out in September and October, include a telephone number that recipients can call to set up a Lavalife voice account and listen to profiles of other singles.

The media buy for the campaign was handled by Fresh Tracks Media, a firm that specializes in pizza-box advertising. The boutique agency launched in 2006 and has offices in Toronto and Vancouver. Lavalife handled creative for the boxes internally.

Golnaz Mindell, managing director for Fresh Tracks Media, says pizza boxes are an effective medium for reaching Lavalife’s singles demographic.

“Lavalife was looking to get their message into the hands of singles and wanted to target urban areas in Toronto and Vancouver,” says Mindell. “They wanted to target singles, so we used our 12-inch box, which is usually a small or a medium-size pizza, because that’s what singles are most likely to order for themselves.”

Fresh Tracks Media and Lavalife are distributing the boxes through independent and small chain pizza companies.