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HELL has launched a new campaign via creative agency Yarn for its newest creation Doobious – a pizza that comes with its own custom grinder and a baggie of dried herbs – and a message that cannabis use is evolving inAotearoaNew Zealand, but the stigma hasn’t.
Doobious is topped with Kiwi-farmed free-range pulled pork, crispy onion rings, and a BBQ and chipotle sauce. The baggie of dried sage and oregano is designed to be freshly ground and sprinkled on top.
Josh Drake, HELL CEO, says Doobious reflects the fact that while more Kiwis are using cannabis medicinally, the stigma around it hasn’t gone up in smoke: “Five years ago, Kiwis narrowly voted ‘no’ to legalising cannabis. Since then, medicinal use has skyrocketed, but many people still hide their use on the down low because, as a nation, we don’t know how to talk about it.”
While a significant chunk of medicinal cannabis use is legit, we all know that a significant portion is basically a remedy for, shall we say, ‘not being stoned’.
[…] Beyond medicinal use, cannabis remains the most commonly used illicit drug inAotearoaNew Zealand, and use continues to increase across all age groups, including among those aged over 55, with a sharp increase in reported ‘at least weekly’ use among women. The majority of people who responded to the most recent annual NZ Drug Trends survey also support a regulated cannabis market – or decriminalising it – over the status quo.
This is the general trend elsewhere, including places where cannabis has been legalised. Oh, and decriminalisation sucks. The best approach, at least at first, is to legalise possession and small-scale production and sale. And regulate it the same as any intoxicating substance including laws against use in public, etc.
Drake says that, like the edible herbs on Doobious, New Zealand is known as one of the best places in the world to grow cannabis, yet the local medical industry struggles with high costs and strict regulations, despite the medicinal benefits: “People use cannabis to manage everything from the side effects of chemotherapy, the pain of endometriosis, epilepsy, to insomnia and sports injuries; but those who buy it illegally do so because prescription products are out of reach. Meanwhile, domestic medical-grade growers export overseas because the local market is so hard to navigate.”
Nah, more like it’s easier to just go to a dealer than try and get a prescription from the doctor.
By the way, as an ex-weed user (I quit overnight and for no particular reason – just went off the stuff) who has actually put cannabis on pizza, I call tell you that weed on pizza is pretty gross.
“In launching Doobious, we’re not saying pizza should be part of drug reform… but maybe it will kickstart a much overdue conversation about medicinal cannabis and its place in our society.”
Doobious is available from today until sold out, with just 5,000 custom HELL herb grinders up for grabs. A Doobious double costs $28.50, and a snack size $15.
Yeah right. More like put a couple of more pizzas in the oven.
