Inspired by the rise of cannabis culture, Legal Sea Foods created a marijuana-themed marketing campaign for its fish products. These ads are airing on TV at exactly 4:20 in the evening, poking fun at the cultural phenomenon in a way that aims to appeal to a broad audience of people of different ages, genders and nationalities who are flocking to dispensaries.
In the ads, Legal Sea Foods plays with words to share that fish are "high... in Omegas-3s," or "freshly baked" or that the restaurant is "packing bowls… with clam chowder."
Although junk food is often associated with the munchies, these commercials from Legal Sea Foods aim to remind consumers that they are right around the corner and ready to provide a nourishing snack.
Key Themes Behind This Trend
- Marijuana-themed Marketing
- Creating marketing campaigns inspired by cannabis culture can attract a diverse audience and capitalize on the cultural phenomenon.
- Humorous Wordplay
- Incorporating playful and clever wordplay in advertising can engage and entertain consumers, increasing brand appeal and recognition.
- Alternative Food Advertising
- Using unconventional themes and humor in food advertising can break through the traditional marketing clutter and capture consumer attention.
Where This Applies
- Food and Beverage
- The food and beverage industry can embrace unconventional advertising strategies to differentiate their products and capture consumers' interest.
- Marketing and Advertising
- The marketing and advertising industry can explore marijuana-themed campaigns and playful wordplay to create innovative and engaging advertisements for diverse clients.
- Cannabis Culture
- The cannabis industry can partner with food brands to explore creative cross-promotions that leverage the cultural phenomenon and reach a broader audience.
