the doobious pizza

“Whoever thought of this deserves a tripple, quadruple bonus payrise”
- Random TikToker

Back in 2020, New Zealand was only a few puffs shy of decriminalising cannabis through a referendum. Since then, medicinal use has skyrocketed, though the negative stigma still lingers.

So to turn heads and spark some healthy debate, we created The Doobious Pizza, which comes with a custom ‘herb grinder’ and a little baggie of the green goodness to grind up and sprinkle on top. Sage and oregano, that is.

To launch the promotion, we built a giant hydroponic installation on one of the countries most notorious streets, backed it with playful social content, and slipped out special ‘tinnies’ to influencers.

The promo went crazy, selling out all 5000 grinders in a single weekend, generating record high sales and sparking controversy all over social media.