This year on April 20, national food brands stepped up their cutesy cannabis promotions—to tie in with what has become an annual pot-lover’s holiday. The numerical designation 420 is slang for the consumption of cannabis. So on the 20th day of the 4th month, brands like Pizza Hut said “It’s high time for a brownie,” and Dos Toros offered nachos for $4.20 to those who used the secret code “half baked.” But burger chain Carl’s Jr. took the charade even further, offering customers in Denver their Rocky Mountain High Cheese Burger Delight, featuring CBD, the non-psychoactive chemical compound found in the cannabis – or marijuana – plant. The Mile High City was among the first U.S. cities to legalize marijuana for adult use—allowing the skunky scent of pot smoke to waft in its thin air, and Carl’s Jr. became the first national chain to add CBD to a food item for sale. The one-day promotion generated tremendous buzz for Carl’s Jr. and pushed even further the boundaries of America’s growing cannabis culture.