Every celebration needs a surprise somewhere, a gift, a candle trick, something unexpected, and this cake already has one built in before you even ask. Approved creators receive $25 via PayPal when you schedule and $25 via PayPal after you post. $50 total before PayPal fees. Amount received may vary.
CRUMBS Bakeshop started the gourmet cupcake craze back in 2003, disappeared for a decade, and came back when the original founders bought the brand and relaunched it themselves. Their comeback already went viral once with the Colossal Cupcake at Kroger, and now the Piñata Cake brings the same surprise center to Detroit stores. It looks like a regular layer cake until you cut in and find something hidden inside.
🎬 What you create: Instagram Reel. TikTok video optional.
đź“… Post window: 7-9 days after your visit. All content due by September 30.
👤 Who's a match: Detroit creators (bonus: moms, celebrations)
đź“Ť Locations: Find your nearest location here: Kroger Detroit Stores
Scheduling: Complete your schedule request using the link in your approval email, pick your store from the listing above, select a pickup date starting August 31, and confirm your PayPal for payment.
đź’° After posting, submit your post on the Relish platform first. Then complete this survey: CRUMBS Survey to receive your final payment. Both steps are required or your payment will not be released. If your first payment did not arrive, email hello+payments@tryrelish.com no later than the day before your scheduled pickup.
📧 Support: Support@tryrelish.com
⚠️ Important: Schedule your pickup starting August 31. Post within 7-9 days of your visit. All content is due by September 30. Late or missing posts may be flagged.
đź“© Keep an eye on your emails. That is how we send approvals, reminders, and updates. If you miss a message it can hold up or cancel your campaign.
CRUMBS pioneered the gourmet cupcake craze back in 2003 and sold over a million cupcakes a month before its big comeback. Now the founders are back with a cake that looks like a classic decorated layer cake until you cut in and find a candy surprise waiting in the center, and Detroit gets to be one of the first cities to show people what's really inside.
Detroit gets first crack at the CRUMBS Piñata Cake before most of the country even knows it exists. It looks like a regular layer cake from the outside, but cut into it and a surprise center spills out, different for every flavor. That's the kind of moment worth building into whatever you're already celebrating this month.
Here is how it works:
Once you receive your approval email, follow the instructions to schedule your pickup within 14 days. Pickup starts August 31.
Head to a Kroger location from the store list and find the CRUMBS Piñata Cake in the bakery case. Pick your flavor and check out. Your first $25 payment covers the $19.99 cake with a little left over. Film your content and post your Reel within 7-9 days of your visit. Then submit your post on the Relish platform and complete the survey to receive your final payment (CRUMBS Survey).
Cake must be COMPLETELY thawed and room temperature before cutting
đź“© Keep an eye on your emails. That is how we send approvals, reminders, and updates. If you miss a message it can hold up or cancel your campaign.
📧 Support: support@tryrelish.com for basic inquiries
📧 Payments: hello+payments@tryrelish.com for payment inquiries
Cake must be COMPLETELY thawed and room temperature before cutting
Do
Start in-store and treat finding the cake like a real discovery
Get a clean shot of the whole cake before you cut, then call out your flavor
Film the first slice in one continuous shot and let the surprise center spill out
Don't
Cut right away, make sure the cake thaws first!
Do not use copyrighted music.
Ideas to get you started
Say "I found the CRUMBS Piñata Cake" before your followers know what's inside
Cut it live at a birthday, office party, or family dinner for real reactions
Zoom in slow on the cut and let the surprise spill out on camera
Ask friends to guess the flavor before you reveal what's hidden inside
Show the layers side by side: cake, frosting, and the surprise centere
Your caption must include:
Tag @originalcrumbs, @krogerco and @localrelishers
Mention which Kroger location you visited
Share what occasion or moment made you grab a Piñata Cake
Share which flavor you picked and why
Ask your followers which flavor they would try
Everything else is yours. Have fun with it.
🤝 FTC disclosure: You must clearly say this is a partnership. Use "Partnered with CRUMBS Bakeshop" somewhere in your caption.
Send a collab request to @originalcrumbs
These hashtags are suggested but not required: #CrumbsBakeshop #PinataCake #KrogerFinds