CHALLENGE
Introduce new branding in a thoughtful, experiential way while educating key audiences on product lines and company mission.
STRATEGY
Roll out the fresh look with a timely, trendy, interactive educational event that surprises and delights along the way.
RESULTS
Grasslands ideated, planned and produced the brand-centric activation Mary’s Urban Market, an experiential evening of live music, food trucks, signature CBD cocktails and an exclusive pop-up bazaar featuring artwork, jewelry, textiles and more.
IMPACT
Exposure for the leading cannabis brand to over 350 budtenders, thought leaders and influencers, increased brand affinity through unique event engagement, and increased product awareness through stationed educational centers throughout the event.
OUR CLIENT’S TAKE
“When we first engaged Grasslands to produce an elevated event for Mary’s Medicinals, we knew it had to transcend event status—that it needed to feel like a memorable, experiential happening. And even on a modest budget, the Grasslands team had a never-ending list of fun, creative and unexpected ideas to create special touch-points for attendees. Grasslands communicated clearly and efficiently throughout the planning process, and once the doors opened to our special guests it became clear to me that every single detail of the event exuded Mary’s in the most meaningful way. And it wasn’t just an event—it was an experience, which is exactly what we wanted. We were thankful to work with an event production partner who listened to our ideas and translated our vision into such a remarkably on-brand experience.”
—Elle Welch, Marketing and Communications Manager, Mary’s Brands