Agnostic’s Truss cannabis drink campaign recognized by CPRS

Published on July 26, 2022 by oz. staff

The Miss Jones storefront on Queen Street West in Toronto Photo: Contributed/Agnostic
The Miss Jones storefront on Queen Street West in Toronto is converted into an 'LCBO' in a winning marketing campaign.

A cannabis marketing campaign has been recognized by Canada’s top professional PR association.

The Toronto chapter of the Canadian Public Relations Society (CPRS) recently held its annual Achieving Communications Excellence Awards ceremony.

PR firm Agnostic won bronze in the CPRS’ Marketing Communication Campaign of the Year with its work on behalf of cannabis-infused drink brand, Truss.

In a retail takeover campaign, they transformed the storefront at the Miss Jones Cannabis Outposts location on Queen Street West in Toronto into a “Local Cannabis Beverage Outlet”—a.k.a., an LCBO, which is the initials for Ontario’s Liquor Control Board of Ontario.

“This week, @trussbeverages has transformed @missjonesoutposts Osgoode into the Local Cannabis Beverage Outlet, drawing attention to the challenges cannabis retailers are facing and reminding legal-age consumers that the LCBO isn’t the only store selling beverages this summer,” says Agnostic on Instagram describing the campaign.

The awards showcased outstanding work in the practice of public relations, receiving 147 high-caliber submissions from a variety of agencies, corporations, individuals and not-for-profits in the Greater Toronto Area, says the CPRS.