As a solution to strict regulations on cannabis advertising, Stok’d has crafted a new campaign that puts its stores on consumers’ minds.

The Canadian Cannabis Act regulates how cannabis is advertised to consumers across the country, including prohibiting advertising that could appeal to young people, that shares information about price and distribution, that shows the inside of a cannabis store, or that could evoke emotions such as “glamour, recreation, excitement, vitality, risk or daring.” Various social platforms, like Meta and Google further complicate the issue with systems that can screen out advertising that promotes cannabis.

But the new “Next to Stok’d” campaign plays off of these hurdles, and solves the issue by featuring the stores neighbouring Stok’d Cannabis locations in these ads.

Stok’d is a regional chain of cannabis stores in Ontario, and the “Next to Stok’d” features TV spots advertising diverse businesses like NuNail (pictured), Cliffside Bookstore and Spectrum Electrical, which all sit next door to a Stok’d outlet. The campaign always mentions that you can find the business next door to Stok’d Cannabis, and includes the brand’s logo.

Toronto-based agency Angry Butterfly worked with Stok’d on the creative for this campaign.

Lisa Bigioni, CEO and co-founder of Stok’d, notes that the chain has faced issues advertising to the public due federal legislation and online filters blocking posts that promote cannabis, which has led to its social accounts being shut down in the past. But its new campaign has already had a positive effect for the chain.

“We’ve definitely seen an increase in web traffic, specifically new user checkouts, and foot traffic since the campaign began,” Bigioni tells strategy. “We also believe this helps build on our brand personality, so the ROI will still come in the weeks and months to come.”

The campaign, which launched in January across multiple channels, is geo-targeted to 5 km around each store, and includes paid/sponsored posts and pre-rolls, evening radio and select TSAs. Bigioni says the campaign targets adults with a liberal lifestyle.

“Our brand [likes] to have fun and provoke,” Bigioni says. “Those consumers looking for a cannabis retailer that has a POV that takes a playful approach, are the ones we know are right for Stok’d.”

After launching the campaign last month, Bigioni says Stok’d wanted to wait to talk about it publicly until it neared the end of its media run. She says that thus far the campaign’s ads have not been rejected by any platform.

She adds that while she can’t speak yet to any future marketing efforts, the company is “thrilled” with the boundary-pushing approach of this campaign, adding she hopes there will be more to come.

“The ideas may change, but the personality of Stok’d won’t,” Bigionoi says. “We are pirates in a competitive industry and we need to find ways to reach our target and one thing we’ve learned in this space is that there’s often a loophole.”

Angry Butterfly handled digital media for the campaign, with Stryker Media overseeing traditional media, and production completed by Nimble Content. The campaign included paid and promoted online video, as well as OOH, radio and social posts.