Late night is a popular time for ordering pizza. Late night is also a popular time for smoking weed. When Pizza Pizza decided to target the late-night crowd to combat against a downturn in sales and increasing competition from delivery services like Uber Eats and Foodora, it found a sweet spot with potheads. Using Google Trends data, the pizza chain found that search patterns for pizza spiked at the same time as searches for weed. Legalization allowed the brand to launch a $4.20 pizza on April 20 (the national pot smoking day in cannabis culture) and deliver an ad search campaign that bid on cannabis-related keywords and carried dope ad copy. The promotion itself enjoyed a 30% increase in revenue and gave Pizza Pizza a 70% sales lift, helping the brand hit its highest sales in two years.