The Welcome to Legal campaign was a fully integrated effort that used traditional and digital media strategies and tactics to engage and welcome a new underserved audience emerging from the growing cannabis culture in Massachusetts. We were inspired by weed being legal and our name literally being “Legal.” Once we put that together the idea just flowed from there. We love to have fun in our ads. And this connection looked to be really fun. Weed becoming legal is a big deal, yet so few brands and places openly welcome weed enthusiasts. We were happy to embrace this newly liberated demographic.
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