The idea was to recharge the brand's home base of Portland, Oregon. We wanted to reach 18- to 34-year-old trendsetters and tastemakers and create content novel enough to get shared.

Just the year before, the state of Oregon had legalized the recreational use of marijuana. We believed tapping into that legalization dovetailed with Kettle Brand's countercultural heritage and gave us a topic sure to start a buzz (pun intended).

With the right spot secured, our printed board and bags of chips that formed the shape of the state of Oregon. And because we knew people would probably come and get the chips fairly quickly, we wanted everyone to know that they would be refilled again at 4:20pm. For those not in the know, American pot smokers have deemed 4:20pm as the optimal time to smoke marijuana. Which makes 4:25pm the optimal time to eat chips.

The campaign is still new, so sales results aren't in, but if social media is any indication, people are eating up our edible billboard. Mentions and shares and photos are through the roof and the Portland marketplace is once again embracing its homegrown star, Kettle Brand.