Oh Henry! 4:25 Buds: Bringing Buds Together Through Digital Media

Oh Henry! 4:25 Buds was a new launch designed as a sharing pack meant for communal snacking after using cannabis. In 2020, the brand faced a tough challenge to drive relevance and sales with social stoners, while addressing the legal mandate of social distancing. UM Canada partnered with Amazon to leverage their 1st party data to reach qualified cannabis consumers and to promote the product across their ecosystem of relevant touchpoints. Oh Henry! became the first brand in Canada to activate on Fire TV within the content feed that was most relevant to the mindset of the 4:25 occasion and hyper-contextualize our advertising messaging. We also leveraged Twitch, Amazon’s open marketplace and Amazon.ca to drive sales and close that hunger gap. The campaign crushed business goals and engagement KPIs and outpaced category growth resulting in boosted market share.