@ms_janeen_davis @Matthewobrien_ Someone who presumably worked on the Up campaign slid into my DMs re: fake quotes.../1

They said the criticisms were a “riff” on real reviews but to get around the cannabis act they used fake accounts. These are not endorsements so I don’t think they would have been non-compliant anyways? /2

Also convinced only a person from Montreal would compare anything to a smoked meat sandwich...in French...were they also translated? Were they meant to have regional appeal? The boat one for maritimers? /3

We opened in June, and Up was off the market by the time we started (plus they had a partnership with a retail chain so we weren’t likely going to carry it, any more than Tokyo Joke). /4

Other than hometown heroes The Hip being affiliated with Up, there was little to no brand recognition and for all intents and purposes this campaign is an introduction to our customers. It’s starting off on the wrong foot. It would have been easier to just speak with good bud /5

What do my staff think of it? That the price is right, but not jazzed about the quality (esp. smell and taste), and I’m bored with the genetics. We don’t need another Ghost Train or Cold Creek (or shish, or pink) on the market, but glad Tsunami was renamed Northern Berry. /6

The Up campaign is not exactly the direction we would go, but whether or not we like it, it was a successful campaign because we’re talking about it. Will sales go “Up”? Remains to be seen. Everything we have always sells through. Am I taking it home? Nerp.