🎂 Colossal Cravings: CRUMBS Cupcakes Land at Vancouver Safeway
Overview
About this campaign
CRUMBS is back in Vancouver and Beyond — This Spring Season, they are going COLOSSAL!
Introducing the CRUMBS Colossal Cupcake, a massive, flavor-packed twist on the classic treat that put Original CRUMBS Bakeshop on the map. With sky-high frosting, signature mix-ins, and nostalgic flavors baked into every bite, this isn’t your average cupcake — it’s a dessert event.
Help your audience rediscover what made CRUMBS a nationwide obsession. Available now in the in-store bakery section of select Safeway stores.
These GIANT cupcakes are hiding in plain sight — and it’s your job to find them and spread the word. This campaign is all about celebrations and gatherings when its cold out, discovery, and flavor — so get ready to unwrap something colossal...and wow, they are also really cool looking.
Benefits
What you'll receive
Approved Vancouver & BC-based creators will receive a $50 USD cash payment via PayPal ($25 USD upon scheduling to purchase a Colossal + $25 USD compensation upon posting) to kick off Spring with Original CRUMBS Colossal Cupcake in exchange for an Instagram Reel.
🎉Your mission?
Hunt down the CRUMBS Colossal (giant) Cupcake (vanilla birthday, chocolate birthday) available at select local Safeway stores! Look for them in the in-store bakery Case.
These aren't your average everyday cupcakes — the COLOSSAL cupcake is a GIANT cupcake that can serve 15-20 people! Thats right, one cupcake can now serve a whole party. CRUMBS is back again with their iconic treats making their grand launch at Safeway. Look for the classic vanilla birthday cake or chocolate birthday cake in the bakery section.
Use Locations sheet link below for Safeway Stores to visit by region
⭐️ Important Details
Exchange: $50 USD total via PayPal ($25 USD to purchase + $25 USD upon posting)
Scheduling: complete schedule request using link, confirming paypal - Use locations link below to select best store to visit
Scheduling Locations: Please use link to select store closest to you: SAFEWAY VANCOUVER
Posting Timeline: Post within 7–9 days of visiting Safeway
Support: aaron@tryrelish.com or jeremy@tryrelish.com
FTC Note: Please disclose the partnership (e.g., “Partnered with Original Crumbs”).
Deliverables
What you'll create
Creators can qualify through any listed platform unless the brief says otherwise during review.
Creative brief
Creative direction
Visual tone
PLEASE MAKE SURE CUPCAKE IS THAWED BEFORE CUTTING/SERVING/FILMING
Brand is preferring Voice Over Narration versus just music, but not required
Please highlight the retailer Safeway with store shots and shelf experience!
Highlight where to find it in the bakery case
Focus on the size and detail of the colossal cupcake – give the frosting and fillings a close-up!
Showcase the unboxing and cake cutting
Feature reactions to the first bite and how moist the cupcakes are
Keep it playful, indulgent, and family-friendly — dessert should feel like a treat!
Ask the Bakery manager if needing to assist! Additional Flavors may be in the back freezer!
Operating Hours: Based on Safeway store hours (typically 6AM–10PM, daily).
Caption
Caption cues
Please include these items in your Reels:
Thank you @originalcrumbs & @safeway ❤️
Mention how Colossal the cupcake is and feeds a party
Let your audience know these are available now for in-store pickup in the bakery section
Add a personal, fun touch
Hashtags and mentions
#originalcrumbs #colossalcupcake #safewayfinds
And don’t forget to tag @originalcrumbs & @safeway as collaborators!
Visit details
Where and when
1 location across the campaign area
Brand context