A Doobious campaign for herb lovers.

Cannabis remains illegal in New Zealand – but only just. A recent government referendum narrowly missed passing (48.4% in favour, 50.7% opposed). Since then, medicinal use grown rapidly, though the stigma still lingers.

With the aim of sparking some healthy debate around cannabis use, we leaned into HELL’s challenger spirit with the launch of the Doobious Pizza – a smoky creation served with a baggie of herbs and a herb grinder, so customers can add some freshly ground green to their pizza. (Sage and oregano, that is.)

To mark the launch, we built a giant hydroponic installation on one of the country’s most notorious streets. Kitted out with UV lights, reflective film, ventilation ducts, and rows of suspicious-looking herbs, the setup lit up the strip in a purple haze and generated plenty of buzz from onlookers and across social media.

RESULTS:

HERB GRINDERS SOLD OUT IN JUST 3 DAYS | WEB TRAFFIC +24% | NEW CUSTOMERS +25% | SMASHED SALES RECORD BY +25% | EARNED MEDIA IMPRESSIONS 5.06 MILLION