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It's April 20 – best known to cannabis lovers – 4/20
and various food brands find new ways to celebrate the National Marijuana Day with more hungry customers than usual.
Companies have been taking advantage of their vacations for years, with stupid tweets and promotions on cravings. Now, they are winding down in popularity, with the current green wave of marijuana legalization and Donald Trump's signature in December of the Farm Bill, which contains a provision allowing the use of cannabidiol, or CBD, a non-psychoactive chemical compound of the cannabis plant would have beneficial effects on health.
Here is a sample of companies using the 4/20 wave.
Ben & Jerry's
"To have fun was our primary goal. Celebrating with our fans the holidays of 4/20 and being able to provide an element of value to the affected local community makes all of Ben & Jerry's sense, "said Justin Gural of the Vermont Ice Company . marketing director of the cream company, tells Fortune.
Ben & Jerry's uses again word game about weeds for social action. As part of a partnership with the San Francisco-based Caliva Marijuana Clinic, each company posts a "live" message on racial disparity among people incarcerated for marijuana-related crimes on Twitter and blogs.
"Even though blacks and whites use the pot at a similar rate, blacks are still stopped much more often than whites," wrote a blog on Ben and Jerry's blogs, announcing that he was calling Congress criminal justice reform and inviting supporters to join the campaign.
The ice cream maker also offers a pint of free Half Baked ice cream today in California to people who receive a delivery from Caliva. In addition, Caliva donates 4.2% of its sales to Clear My Record, an initiative of Code For America that seeks to erase cannabis convictions in the state. From "expulsion celebration", Gural explained that Ben & Jerry's 4/20 agenda was in full expansion.
Carl's Jr.
The fast food chain has beefed up its 4/20 game in a different way: by launching a new product on a Denver, Colorado, site for just one day, customers can purchase a CBD infused burger called Rocky Mountain High: CheeseBurger Delight. (In 2012, Colorado and Washington were the first states to legalize the use of marijuana for recreational purposes.)
Patty Trevino, Senior Vice President of Brand Marketing at Carl's Jr., CNN, Carl's Jr.'s younger future customers are more open to different product flavors.
Other companies are betting that the derivative of non-psychoactive hemp is appealing to all demographic groups. According to a recent study by Cowen & Co., 7% of Americans already use it. The CBD market could reach $ 15 billion by 2025. Over the past month, CVS Pharmacy has announced that it is selling CBD-based products in 800 stores located in eight US states. plans to sell cannabis compound aerosols, creams and patches in 1,500 stores in nine states.
Dos Toros
For a week now, the Mexican chain Dos Toros is targeting 4/20 with its consumers who love burrito, using Munchies memes, comic sketchesand glimpses of its promotional offer: customers who say "half-cooked" when ordering will receive nachos recently launched at the restaurant for $ 4.20.
"Each year, we also distribute Dos Toros brand lighters to the first 100 guests at each site participating in the transaction. It's really great to see people save their lighters and share them on social networks, "said a spokesman for Dos Toros. Fortune. "The brand is participating in fun activations for the holidays for years … One of the benefits of being a small brand is to be more agile and more player."
Cookies of insomnia
The late-night cookie shop offers a free cookie to anyone entering the store all day – no purchase required.
"With our student demographics, sweet desserts and next-day delivery options at 3 am, it's only natural that we adopt the trends and vacations that could align with these offerings," he said. said a spokesman for Insomnia Cookies. Fortune.
Wingstop
Wingstop sponsors the 4/20 Festival at Hippie Hill at Golden Gate Park, San Francisco, offering all party goers free lemon, pepper and spicy Korean wings. On Facebook, Hulu and Twitter, the company also reports its award-winning Effie awards, starring cartoon characters Lil 'Ranchy, and friends heading to the restaurant for a feast.
"Last year, lemon pepper was the most popular flavor of 4/20 fans," said a spokesman. Fortune. "Over the last four years, Wingstop has positioned its taste as the ideal solution to satisfy the craving to celebrate 4/20. This day has resonances for fans around the world and we are not afraid to integrate the relevance of our product in culture! "
Here's how other brands celebrate on Twitter (and in-store promotions):
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