The concept was simple… create an Oh Henry! 4:25 Dispensary pop up. Strategically located in pot-friendly Kensington Market and launch on April 25 @ 4:25 pm. The brand-forward dispensary showcased the product in glass jars and ‘dispensed’ in brown bags. To deepen the consumer experience, visitors were asked to participate in a “Muchie Personality Quiz” and engage in a GIF booth once they received their sample. Leveraging our PR team, to drive awareness and attendance in the GTA, we hosted a launch with media and influencers with special guests Epic Meal Time - strategically selected for their larger than life food creations and celebrity amongst the pro-4:20 community.
The initiative was a massive success across the board. We distributed almost 15,000 samples, achieving 114% of our KPIs; media relations generated more than 50 million positive earned impressions.
