There’s nothing better than that new-car smell – unless it’s the aroma of a freshly-baked pizza.

So, what if you could get that tantalizing scent in your car even when you’re not bringing a pizza home?

Well, you can do just that thanks to HGreg. In honor of La Pizza Week Canada, which runs through May 10, the dealership group has teamed with fellow Québec-based business Pizza Salvatoré to offer a pizza-scented air freshener for cars.

“HGreg is thrilled to partner with another local company to design something unique that amazes and entertains,” HGreg vice-president of marketing Harry Kasparian said. “Remaining innovative and engaged with our community is key for us, and this collaboration fits perfectly with our approach.”

In a news release, HGreg said the idea for the delicious-smelling air freshener came about as its marketing team was looking for an original idea for April Fool’s Day. That grew into the collaboration with Pizza Salvatoré — also known for its daring marketing strategies — to bring the project to life for La Pizza Week.

The limited-edition air freshener (1,000 copies) is being distributed through HGreg dealerships, Pizza Salvatoré’s social media and a campaign employing influencers and content creators.

“Right from our initial talks with HGreg, we were enthusiastic about the concept of an April Fool’s Day pizza-scented air freshener,” said Elisabeth Abbatiello, partner and vice-president of communications and outreach for Groupe Abbatiello, Pizza Salvatoré’s parent company.

“This initiative embodies our desire to infuse humor by creatively engaging with our brand. It adds a savory and delightful twist to every drive, staying true to the innovative spirit of the Pizza Salvatoré team.”

HGreg said the air freshener has created a buzz, including a mention on the Salut Bonjour TV show that generated numerous reactions on social media.

This air freshener is the latest in a series of creative initiatives by HGreg, including this year’s April Fool’s Day collaboration with Polysleep to “introduce” the fictitious CarCuddle pillow designed for naps in the car.