🧁 Jewel-Osco Chicago Welcomes New CRUMBS Giant Cupcakes!
Overview
About this campaign
CRUMBS is back at Jewel-Osco — and this time, they’re going GIANT!
Introducing the Original CRUMBS Giant Cupcake, a massive, flavor-packed twist on the classic treat that helped put Original CRUMBS Bakeshop on the map. With sky-high frosting, nostalgic birthday cake flavors, and an over-the-top presentation baked into every bite, this isn’t your average cupcake — it’s a full-on dessert centerpiece for the whole group or family!
This campaign is all about Summer and celebrating with CRUMBS Giant Cupcake! Bring to a graduation, BBQ, Picnic, or family dinner and show why the giant size is perfect for sharing!
Help your audience rediscover what made CRUMBS a nationwide obsession. Available now in the in-store bakery section of select Jewel-Osco stores across Chicagoland.
Benefits
What you'll receive
Approved Chicago-based creators will receive a $50 cash payment via PayPal ($10 upon scheduling to purchase a CRUMBS Giant Cupcake + $40 compensation upon posting) to celebrate the arrival of the Original CRUMBS Giant Cupcake at Jewel-Osco in exchange for an Instagram Reel.
🎉 Your mission?
Hunt down The Original CRUMBS NEW Giant Cupcake (vanilla birthday, chocolate birthday, cookies & cream) available at select local Jewel-Osco stores! Look for them in the in-store bakery case. Please purchase the GIANT cupcake ($9.99) NOT the Colossal Cupcake. These aren't your average everyday cupcakes — the Giant Cupcake is a dessert centerpiece that can serve 4-5 people!
This summer Chicago is going GIANT! Whether graduations, summer BBQs, family outings or any any occasion a dessert is needed. Go CRUMBS, Go GIANT!
⭐️ Important Details
Exchange: $50 USD total via PayPal ($10 USD to purchase + $40 USD upon posting)
Scheduling: Complete schedule request using link, confirming PayPal information
Scheduling Locations: Please use Jewel-Osco store locator: https://local.jewelosco.com/search.html
Final Payment: Post to socials, upload to platform, and email aaron@tryrelish.com with your PayPal details
Posting Timeline: Post within 7–9 days of visiting Jewel-Osco - All Content Due by August 1st
Need Help? Please email jeremy@tryrelish.com and support@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 THE GIANT CUPCAKE IS THAWED BEFORE CUTTING, SERVING, OR FILMING.
Brand prefers Voice Over Narration versus just music, but it is not required.
• Please highlight Jewel-Osco with store shots and the in-store shopping experience!
• Highlight where to find the Giant Cupcake in the bakery case
• Showcase the unboxing and cupcake cutting experience - whether at a party, BBQ, summer outing, or family dinner night!
• Feature reactions to the first bite and highlight how moist and flavorful the cake is
• Keep content playful, indulgent, and family-friendly — this should feel like a fun dessert centerpiece for celebrations and gatherings
Ask the Bakery Manager if you need assistance! Additional flavors may be available in the back freezer.
Operating Hours: Based on Jewel-Osco store hours (typically 6AM–10PM daily).
Caption cues
Please include these items in your Reels:
• Thank you @originalcrumbs & @jewelosco ❤️
• Mention how GIANT the cupcake is and how it can feed a whole table!
• Let your audience know these are available now in the bakery section at select Jewel-Osco stores
• Highlight the Giant Cupcake flavors and the fun presentation
• Add a personal, playful touch to make the content feel authentic and family-friendly
Hashtags and mentions
#originalcrumbs #giantcupcake #jeweloscofinds
And don’t forget to tag @originalcrumbs & @jewelosco as collaborators!
Visit details
Where and when
1 location across the campaign area
Brand context