Cannabis dispensaries are the retail and delivery layer of the legal market. Eaze, Trulieve, Curaleaf, Verano, Cookies, Caliva, AYR Wellness and Nug Inc operate stores, delivery services or both. Ad rules for cannabis are strict, so retailers rely on location, experience and brand identity rather than product claims. Their ads show how local retail brands attract foot traffic, build loyalty and stand out where licenses limit competition.
AYR Wellness is a Miami-based publicly traded multi-state cannabis operator (AYRWF on OTC) founded by Jonathan Sandelman in 2017. Built through acquisitions in limited-license states, AYR operates dispensaries across Florida, Pennsylvania, New Jersey, and several other states, positioning cannabis retail around wellness and everyday wellbeing. Also searched as AYR.
Caliva is a San Jose-founded vertically integrated cannabis company backed by celebrity entrepreneur Jay-Z, who serves as Chief Visionary Officer. Operating licensed cultivation, manufacturing, and retail dispensaries in California, Caliva offers premium flower, vapes, and edibles with same-day delivery across the Bay Area.
Cookies is a California-based cannabis lifestyle brand co-founded by rapper Berner (Gilbert Milam Jr.) around 2012. With over 70 retail locations across 6 countries, Cookies blends cannabis genetics, branded apparel, and hip-hop culture into a streetwear-style brand. Merch drops, exclusive strain releases, and cultural cachet drive both DTC and retail revenue.
Curaleaf is a Wakefield, Massachusetts-founded multi-state cannabis operator and one of the world's largest cannabis companies by revenue. Operating 20+ US states with brands including Select (vapes), Curaleaf dispensaries, and international operations across Europe and Australia, the company trades on the Canadian Securities Exchange (CURA).
Eaze (eaze.com) was founded in 2014 by Keith McCarty in San Francisco as a cannabis delivery marketplace. The brand became the largest cannabis delivery service in California, raised over $350M, and went through a restructuring in 2024-2025 after assets were sold at auction to billionaire James Clark.
NUG Inc is an Oakland-founded vertically integrated California cannabis company established in 2014. Operating an equity-owned dispensary and California's first licensed cannabis consumption lounge, NUG grows premium cannabis in an Oakland indoor facility and distributes its own vapes, flower, concentrates, and edibles across California. Also searched as Nug.
Trulieve is a Quincy, Florida-founded multi-state cannabis operator established in 2016 by CEO Kim Rivers. With the highest market share in Florida's medical cannabis program and over 100 dispensary locations nationally, Trulieve is one of the largest US cannabis companies by revenue, trading publicly on the CSE (TRUL).
Verano is a Chicago-founded multi-state cannabis operator established in 2015 by George Archos. Trading on the CSE (VRNO), Verano differentiates through premium product quality and upscale retail experiences. Their brand portfolio includes Verano (core premium) and Encore Draft (accessible value tier) across 15+ US states.
Because product promotion is restricted on most major ad platforms, dispensary advertising leans on the store itself. Typical content includes grand openings, new locations, events, community partnerships, hiring and brand storytelling. Lifestyle imagery and interior shots replace product close-ups. Positioning separates the field. Cookies draws on streetwear and hip-hop culture. Verano pitches premium retail experiences. AYR Wellness frames cannabis as wellness. Trulieve is tied to medical patients, especially in Florida. Eaze and Caliva sell convenience through delivery, while Nug Inc blends dispensary and lounge. Curaleaf runs wide, multi-state brand and retail messaging. Local relevance matters. Ads may name neighborhoods or states, or point to a store locator and a delivery area. Loyalty programs and first-visit welcomes show up, but wording stays careful. Formats include static brand images, short store videos and event graphics, usually with a clear location call to action.
Start with geography. Filter by country and region to see where a chain concentrates its spend and how it adapts messaging to a state's rules. Medical-only markets and adult-use markets call for different tone. Compare the experience promise: speed of delivery, store design, staff expertise, community, or wellness. Dispensary menus overlap, so the reason to choose one store is rarely the product. Check what the ad asks the viewer to do. Visit, order, join a list, attend an event? That shows how each brand thinks about acquisition versus loyalty. Finally, track change over time. Openings, rebrands and market exits show up in ad libraries before they hit the news. Treat the ads as research on positioning and local marketing, and always confirm current legal and platform requirements for your own campaigns.
Mostly through store, brand and community content rather than product promotion, because major platforms restrict cannabis ads. Grand openings, events, delivery coverage and lifestyle imagery are common, with a location-based call to action. Filter by date, country and format in AdLibrary to see which creative has stayed in rotation, then save the strongest examples to compare hooks, proof and offers.
Eaze, Trulieve, Curaleaf, Verano, Cookies, Caliva, AYR Wellness and Nug Inc are included, covering delivery services, multi-state operators and lifestyle brands. Open any brand page to see its ads, then compare hooks, formats and offers side by side to see how each brand positions itself against the others in the category.
By experience and identity: Cookies through culture, Verano through premium retail, Eaze and Caliva through delivery, and AYR Wellness through wellness framing. Since menus overlap, brand and convenience carry the message. Filter by date, country and format in AdLibrary to see which creative has stayed in rotation, then save the strongest examples to compare hooks, proof and offers.
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