In cannabis culture, 4/20 is a sacred day to celebrate freedom and camaraderie. For cannabis brands, the category is crowded and loud and a real challenge to break through the noise and expected tropes. Around this time, Anthem wanted to not only drive awareness for their brand’s offering of bold flavor and classic Americana vibes, but also drive traffic and conversion at dispensaries. We needed more than just a message. We needed a movement.

Our way in was to own a part of the day that nobody else was talking about—the morning. Our campaign was called, “Up and Anthem” and it positioned the brand at the heart of the “wake and bake” ritual that is common on this day. Messaging touted early morning deals, and key disepensaries partnered with local food trucks to offer coffee and breakfast burritos for patrons.