Oh Henry! 4:25 Buds – Bringing Buds Together Through Media

Richard Fofana, Jeenal Patel

Canadian chocolate bar brand Oh Henry! ran a digital campaign for its 4:25 Buds product to grow sales, market share and engagement in a niche target audience.

Campaign details

Brand: Oh Henry!Brand owner: The Hershey CompanyEntrant company: UM Canada - CanadaIdea creation: Anomaly TorontoMarket: North AmericaSector: FoodMedia channels: Websites & microsites, Social media, Sponsorship - media, Online video, Television & Connected TV, Mobile & apps, Online display, Content marketing, Gaming & in-game advertisingBudget: Up to 500k

Executive summary

Oh Henry! 4:25 Buds was a confectionary in Canada designed as a sharing pack for communal snacking after using cannabis. However, during the 2020 pandemic, the brand faced a tough challenge: drive relevance and...

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