A cannabis brand is born

NorCal is one of the largest and most vertically integrated companies in California’s burgeoning cannabis market. We created this B2B campaign to get the word out to investors, so we ran in mainstream media like Forbes, NYT, The Financial Times and leading newspapers.

Unlike the mom and pops, NorCal has the infrastructure to scale quickly. Each of the ads focuses on a different aspect of the business.

Our media partners micro-targeted financial offices in Chicago with this quick hit video series in advance of in-person meetings.

Each video leans into a different proof point about NorCal to build the story of their presence in production, delivery and retail.

We followed up with trade ads (as well as banners, OOH and live-read podcast sponsorships) in the weeks after.

Data infrastructure and analytics is unheard of in an industry that still measures success by the pound - literally. So this kind of messaging made NorCal feel like a major player.

Response from the industry was overwhelmingly positive. NorCal raised a significant amount of capital, and is still one of the few companies to feature a managment team from companies like Twitter, Google, Disney, Samsung and more.