The Fast Food category is always looking for new ways to stay relevant to their audience and competitive in the market. As a creative strategist/art director hybrid pitching for the Carl’s Jr. business, I was tasked with ideating around the notion of relevance for the brand. Let me tell you, standing in front of a room full of executives and key stakeholders in 2017 talking about how weed is going to be the next big thing really gets the heart pumping. But it worked.

Grounded in strategy and a clear insight about our audience, we developed Rocky Mountain High: the first-ever CBD-infused burger, which launched just in time for 4/20.