Heading into 2018, cannabis legalization was top of mind in Canadian culture, especially for millennials. Cannabis enthusiasts have long used 4:20 as code for marijuana, which is known to cause the munchies.

Using this insight, Oh Henry! connected its hunger- satisfying product to cannabis, creating a specifically formulated bar that caters to the intense hunger that hits five minutes after 4:20. Enter “Oh Henry! 4:25.”

The Anomaly-created bar was promoted when and where intense hunger strikes – such as in a Kensington Market “dispensary,” during the Global Marijuana March where it distributed 15,000 bars, and on the morning after the legalization bill was officially passed.

The program won a Silver in Evolution Strategy and a Bronze in Game Changer, while the brand sold more than one million peanut-filled chocolate bars (which some consumers later sold on eBay for three-times the retail price). It even supported growth across the entire portfolio: regular bar sales increased 1%, while the brand’s peanut butter bar sales rose by 5%.