Struggling with a stock price decline and continuing to see quarterly losses despite increased revenue, Cresco Labs (CSE: CL; OTCQX: CRLBF) is going on the offensive with the Excellent Everyday Cannabis campaign.

This physical and digital campaign marks the largest California advertising blitz in Cresco’s history and sees the company teaming up with CGI studio Steelworks and advertising company Centro.

Focused on touting the consistency of everyday product usage, Cresco’s campaign will put digital ads in front of potential California consumers in a variety of online and offline locations, in addition to major state market newspaper ads.

Chicago artist Lefty Out There was also tapped to paint two wall murals in Santa Monica using the Excellent Everyday Cannabis campaign themes.

Cresco’s Senior VP of Brand Marketing Cory Rothschild commented on the rationale behind the campaign’s design:

When many brands are focused on the most exceptional moments in life – the parties or the unattainable – we’re proud to deliver excellent everyday cannabis that Californians can count on to enhance their lives. The campaign will live in many of the channels you would expect to see traditional CPG products, helping to destigmatize cannabis use at a time when so many people benefit from thoughtful, responsible consumption.

Cresco isn’t the only company to launch digital-focused ad campaigns in an attempt to normalize cannabis usage as legalization efforts continue to grow across the country. Rival California company MedMen’s New Normal video with director Spike Jonze and actor Jesse Williams also made headlines when it landed online earlier this year.

As of November, currently 11 U.S. states have legalized recreational marijuana, while 33 have enacted medical cannabis frameworks.

In other Cresco news, the company is currently moving ahead with a planned acquisition of the Las Vegas-based Tryke Companies.

Cresco’s proposed buyout of Origin House is currently up in the air, however, with the two companies returning to the negotiating table to seek new terms now that the Hart-Scott-Rodino (HSR) Antitrust Improvements Act waiting period has expired.

Continuing on a multi-state operation path, Cresco is also gearing up for legalized adult use recreational sales to begin in Illinois next year. The company’s five current medical dispensaries across the state were just granted early adult use licensing to begin serving recreational customers on Jan. 1.