Once upon a time I worked as a delivery driver at a Pizza Hut to pay my way through college. Looking back, I had some of the best times of my life driving around listening to Radiohead while I brought happiness in a box from house to house. Some of the friends I made at that job are still friends today.
One of those friends stayed with Pizza Hut for decades and worked himself up to a decision making director. Years after, we begun discussing new markets that Pizza Hut was looking to market towards. We landed on cannabis users. At the time I was working at Shrine Group, the largest privately held cannabis company in California and ultimately we got the two entities to work on a novel campaign - munchies for 4/20, the unofficial stoner holiday.
Coupons given to customers to be redeemed at a local Pizza Hut on 4/20
My experience at Pizza Hut gave me the understanding of the retails weak points in handling such a massive giveaway. In total, over 6,000 pizzas were given to customers across Southern California for 4/20. I worked on creating copy, creative branding, a website, and coupon for this campaign.