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Show-Me Organics Takes Big Pharma to Task With Taste Their Own Medicine
Taste Their Own Medicine is a 2024 United States film campaign from Show-Me Organics, produced by Bandits & Friends and Strike Anywhere, in which former pharmacy owners LeAnne and Jess Dickerson directly challenge pharmaceutical executives to confront cannabis as a legitimate opioid alternative.
Show-Me Organics operates from rural Missouri, where its founders spent more than 17 years running a local pharmacy before pivoting to cannabis retail and cultivation. That biographical arc is the campaign's engine. Released in September 2024, the film follows the Dickerson family — including family members Montana and Boston Dickerson — through the ideological and professional transformation from staunch pharmacy owners who once viewed cannabis with suspicion, to founders of one of Missouri's most prominent cannabis companies. The brands under the Show-Me Organics umbrella include Vivid, Buoyant Bob, and Missouri's Own, alongside a growing dispensary chain branded Blue Sage Cannabis Deli.
The campaign's mechanics extended well beyond a single video. Show-Me Organics released the film on LinkedIn and deliberately tagged the CEOs of the largest pharmaceutical companies, culminating in a direct, on-camera challenge to get a taste of their own medicine. A dedicated campaign website, tasteyourownmeds.com, extended the conversation and invited public participation. In conjunction with the launch, the company announced plans to provide veterans with free medicinal cannabis on Veterans Day at its Blue Sage dispensaries — grounding the campaign's advocacy in a concrete, community-facing act. The Clapboard Score for this campaign is 71 out of 100, reflecting strong strategic clarity and creative conviction offset by limited measurable paid-media reach.
Show-Me Organics identified a specific and largely unoccupied strategic position in the United States cannabis market: the credible insider-turned-advocate. LeAnne Dickerson, President of Show-Me Organics, stated in September 2024 that cannabis still is not widely discussed as a safe alternative to opioids despite a growing body of evidence, as reported by LBBonline. That observation is not simply a brand claim — it reflects the Dickersons' firsthand experience watching America's opioid epidemic unfold from behind a pharmacy counter across more than 17 years in rural Missouri.
The strategic decision to publish the campaign on LinkedIn and tag pharmaceutical CEOs directly was calculated. Rob McQueen, Group Creative Director at Bandits & Friends, articulated the competitive framing: relative to these big pharma monoliths, Show-Me Organics is a small, independent operator — a formulation that positions the brand's scale as authenticity rather than limitation, as documented by LBBonline. The implicit competitors are the dominant opioid manufacturers and pharmaceutical distributors whose products the Dickersons once stocked, including companies such as Jazz Pharmaceuticals, which markets FDA-approved cannabinoid-derived medicines, and the broader class of opioid producers whose market presence the campaign critiques.
In the United States, Missouri's legal cannabis market reached approximately $1.46 billion in 2024, comprising roughly $1.28 billion in adult-use sales and $181 million in medical sales, according to Health Mo Gov. Medical cannabis represented approximately 12.3 percent of total Missouri state sales that year, per the same source. Missouri's licensed market at that time included approximately 192 dispensary licenses, according to health.mo.gov, signalling a competitive retail environment in which brand differentiation through narrative and advocacy carries real commercial weight. Show-Me Organics chose to compete not on price or product specification but on moral biography — a strategy that few cannabis brands in the United States have executed with this degree of specificity.
Strike Anywhere directed the film at the centre of Taste Their Own Medicine, with Matt Sklar serving as director, as documented on Clapboard. The production deploys the family as both subject and protagonist, resisting the temptation to dramatise or fictionalise a story that is, by the founders' own account, more resonant in its documentary plainness. LeAnne and Jess Dickerson appear on camera alongside family members Montana and Boston Dickerson, giving the film a generational texture that reinforces the campaign's argument: this is not a corporate rebrand, it is a family's lived reckoning with institutional medicine.
The creative strategy at Bandits & Friends, led by Group Creative Director Rob McQueen, constructed the film around a rhetorical inversion — the former dispensers of pharmaceutical products are now the ones urging pharmaceutical leaders to experience the alternative. That structural irony is the campaign's sharpest creative tool. It does not require special effects or celebrity endorsement; it requires only that the audience believe the Dickersons, and the production craft prioritises that believability above spectacle.
The LinkedIn tagging of pharmaceutical CEOs was not a media-buy decision — it was a creative one. It transformed the film's call to action from passive advocacy into a documented, public dare, and the dedicated campaign website at tasteyourownmeds.com extended that participatory logic to general audiences. shots Magazine, which published independent trade coverage on September 25, 2024, highlighted the LinkedIn and Instagram tagging strategy alongside the campaign website and the Veterans Day cannabis commitment as evidence of a coherent, multi-surface creative system rather than a standalone film. The campaign draws lineage from Bandits & Friends' earlier 2023 work for Show-Me Organics, Ask Your Doctor, which won Bronze at the 2023 Clio Cannabis Awards in both Film and Video and Advocacy categories, according to musebyclios.com and cliocannabisawards.com — establishing an agency-client relationship already oriented toward credentialled advocacy filmmaking.
Verified third-party performance metrics for Taste Their Own Medicine, including paid impressions, view counts, or direct response data, are not publicly available from named sources at the time of writing. The campaign's measurable public footprint is instead documented through editorial coverage and platform activity. shots Magazine published trade coverage on September 25, 2024, presenting the campaign as a direct challenge to pharmaceutical-company founders and opioid manufacturers — an editorial framing that signals the work achieved earned media traction within the advertising industry, as reported by Magazine Shots. LBBonline also covered the campaign independently, citing quotes from LeAnne Dickerson and providing creative context from Bandits & Friends.
Structurally, the campaign's effectiveness rests on three reinforcing mechanisms. First, the LinkedIn tagging strategy created a documented public record of the challenge, making non-response from pharmaceutical executives itself a form of implicit acknowledgement. Second, the Veterans Day free cannabis commitment at Blue Sage dispensaries translated the film's advocacy into a measurable community event, generating local proof of intent. Third, the dedicated campaign website at tasteyourownmeds.com created a durable, searchable asset that extends the campaign's life beyond the initial September 2024 release cycle.
Bandits & Friends' prior campaign for Show-Me Organics, Ask Your Doctor, won Bronze at the 2023 Clio Cannabis Awards in Film and Video and Advocacy categories, according to musebyclios.com, establishing a competitive benchmark for the agency's work in this category. Whether Taste Their Own Medicine achieves comparable awards recognition remains to be confirmed. The campaign earned a Clapboard Score of 71 out of 100, reflecting strong creative and strategic coherence with acknowledged limitations in documented paid distribution scale.
Taste Their Own Medicine is a 2024 United States film campaign from Show-Me Organics, created by Bandits & Friends and produced by Strike Anywhere. It features founders LeAnne and Jess Dickerson challenging pharmaceutical executives to reckon with cannabis as an opioid alternative, released on LinkedIn with direct CEO tagging in September 2024.
Bandits & Friends served as the agency for Taste Their Own Medicine, with Strike Anywhere as production company and Matt Sklar as director. Rob McQueen, Group Creative Director at Bandits & Friends, led the creative strategy, as documented by LBBonline. The campaign launched in September 2024 across the United States.
Show-Me Organics founders LeAnne and Jess Dickerson spent more than 17 years as pharmacy owners before entering cannabis. The campaign uses their firsthand experience of the opioid epidemic to argue that cannabis is an underacknowledged alternative, with LeAnne Dickerson citing a growing body of evidence, as reported by LBBonline in September 2024.
Show-Me Organics operates Missouri cannabis brands Vivid, Buoyant Bob, and Missouri's Own, together with a dispensary chain branded Blue Sage Cannabis Deli. The Blue Sage locations were central to the campaign's Veterans Day free medicinal cannabis initiative, announced in conjunction with the September 2024 film release.
Show-Me Organics announced plans to provide veterans with free medicinal cannabis on Veterans Day at its Blue Sage Cannabis Deli dispensaries. This commitment was announced alongside the September 2024 film launch, translating the campaign's healthcare advocacy into a direct, community-facing action documented by shots Magazine and Clapboard.
Taste Their Own Medicine received a Clapboard Score of 71 out of 100. The score reflects the campaign's strong strategic clarity, credible founder-led narrative, and multi-surface creative execution across film, LinkedIn, and a dedicated website, offset by limited publicly documented evidence of paid media scale or third-party audience metrics.
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