Ah, those legendary cannabis munchies. A very useful fact of (stoned) life for brand promotions where cannabis is legal.
Pizza Pizza and Zulu Alpha Kilo have ignored the obvious to create something unique – the brand’s first-ever album, Pizza Pizza Dope Jams. The 4/20-friendly release reimagines the brand’s famous jingle, interspersing it into over 40 psychedelic minutes of music. The album takes listeners on a mind-bending sonic journey spread across five tracks and genres. Drawing inspiration from stoner legends such as The Grateful Dead, Phish, and Pink Floyd, the album’s free-flowing, improvisational jams are both a tribute to classic weed smoker music and a perfect soundtrack for 4/20.
The album, available to stream on Spotify and Apple Music, has been released to coincide with the return of Pizza Pizza Pre-Rolls, the viral, joint-shaped pizza product that made waves last year, available for a limited time from April 14-20. Together, Dope Jams and Pizza Pizza Pre-Rolls are being promoted as the “ultimate 4/20 combo”.
“Nothing hits like a perfect track on 4/20 – except maybe a Pizza Pizza Pre-Roll, so we’re delivering both in one deliciously groovy pairing,” stated Adrian Fuoco, chief marketing officer at Pizza Pizza.
Pizza Pizza partnered with Toronto jam band, Zuffalo for the project, improvising the jams across various musical styles. The opening track, fittingly titled Chronic Mnemonic, kicks off with the Pizza Pizza jingle, that gradually morphs into an eight-minute groove, before circling back to the jingle.
Other jams on the album incorporate the brand in subtler ways. Cosmic Journey takes listeners on a slow-burning 18-minute psychedelic journey that starts in a slow hypnotic Pink Floyd-ish space before gradually introducing more and more notes from the jingle into the jam.
Limited-edition orange vinyl records will also be given away being given away through Pizza Pizza’s social channels.
“Last year, we satisfied people’s munchies with a great-tasting idea — Pizza Pizza Pre-Rolls. And thanks to its success, we wanted to feed their ears this time, with great music,” stated Brian Murray, chief creative officer at Zulu Alpha Kilo. “We paired the perfect snack with the perfect tracks.”
The Dope Jams and Pre-Rolls campaign is running across Canada and includes social media ads, programmatic video with media planning by Media Experts, and PR managed by spPR.
