Pizza Pizza is immersing itself more deeply into cannabis culture as it expands its offerings for 4/20.

The QSR has launched its first-ever album as it expands its usage-occasion horizons ahead of the unofficial holiday for cannabis enthusiasts on April 20.

Created in collaboration with agency Zulu Alpha Kilo and Toronto jam band Zuffalo, the 40 minutes of music inspired by classic psychedelic rock were designed to pair with LTO Pizza Pizza Pre-Rolls to complete the high-dining experience.

Pizza Pizza CMO Adrian Fuoco tells strategy that the 4/20 creative takes a similar approach to the  restaurant’s recent “Reverse Tariffs Pizza” and “Bipartisan Wings” campaigns by taking a timely look at events in culture that resonate with the under-35 demographic.

“We see cultural moments like 4/20 as an opportunity to connect with audiences in unexpected and relevant ways,” Fuoco says. “It allows us to show up differently and build brand love by meeting people where they are.”

Pizza Pizza Pre-Rolls, snack-sized baked strombolis rolled up like joints, were packaged last April with a Hot Box that included hidden storage compartments for cannabis and a lighter.

And in 2023, Pizza Pizza created special offers for the demographic that included a four-small-pizzas-for-$20 deal on April 20.

“Last year’s 4/20 campaign saw record-breaking engagement, particularly among younger audiences,” Fuoco says. “We also continue to see a growing contextual connection with the brand and cannabis culture, which helped inform this year’s approach. This year builds on those insights.”

The Pizza Pizza Dope Jams album release is currently streaming on popular platforms and will include  limited-edition orange-vinyl giveaways through the brand’s social channels and OLV performances by Zuffalo.

The national “Dope Jams and Pre-Rolls” campaign includes social media ads, programmatic video. Media planning was led by Media Experts and PR was managed by SpPR.