🧁 What you get: $50 USD sent via PayPal ($25 USD when you schedule so you can pick up the product. $25 USD after you post.)
🎬 What you create: Instagram Reel. TikTok video optional.
👤 Who's a match: Toronto-based food creators, dessert lovers, family and celebration content creators.
📍 Locations: Check all Sobeys Toronto locations here: https://docs.google.com/spreadsheets/d/1kwxFtSpI7a8vF8m7sM5CNQx_jZGVuBa-X5_vcKnJkaM/edit?usp=sharing
🕒 Available: Based on Sobeys store hours (typically 6AM-10PM daily).
📅 Post window: 7-9 days after your Sobeys visit. FINAL POSTINGS DUE AUGUST 31ST.
Final payment: After posting, upload to the platform and email aaron@tryrelish.com with your PayPal handle to receive your final $25 USD.
📧 Support: jeremy@tryrelish.com
⚠️ Important: Schedule within 7 days of approval or your account may be flagged. Post within 7-9 days of your visit. Late posts may be flagged.
📩 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 launched on the Upper West Side in 2003 and sold over one million cupcakes a month at their peak — the founders bought the brand back and now the Colossal Cupcake is hitting grocery stores near you. This summer, they are landing in Toronto Sobeys locations and it is your job to find one, film it, and help your audience rediscover the treat that started it all.
Here is how it works:
Once you receive your approval email, use the Sobeys Toronto locations sheet to find the store nearest you and complete your schedule request confirming your PayPal. Your first $25 USD is sent when you schedule so you can use it to pick up the cupcake.
Head to the in-store bakery case and grab the CRUMBS Colossal Cupcake in vanilla birthday or chocolate birthday. If you do not see it, ask the bakery manager
— additional flavors may be in the back freezer. Make sure the cupcake is fully thawed before filming, cutting, or serving.
Film your content and post your Reel within 7-9 days of your visit. Then upload to the platform and email aaron@tryrelish.com with your PayPal handle to receive your final $25 USD. Simple as that.
📩 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.
Make sure the cupcake is fully thawed before filming, cutting, or serving.
Do
Show the Sobeys store exterior and the in-store bakery case where the cupcake lives
Capture the size — this thing is massive and feeds a crowd, make that clear
Film the unboxing and the cake cutting moment
Get close-ups of the frosting, fillings, and that first bite reaction
Mention it serves 15-20 people and is perfect for summer gatherings, celebrations, and parties
Use voiceover in your video (trending audio works too if you prefer)
Don't
Film or cut the cupcake before it is fully thawed
Skip the retailer — Sobeys store and bakery case shots are required
Miss the reaction moment — that first bite is the content
Ideas to get you started
Walk into Sobeys and "hunt" for the Colossal Cupcake hiding in the bakery case.
Do a size comparison — hold it next to a regular cupcake or your hand.
Unbox it at home with family or friends and film every reaction.
Show it feeding a group: one cupcake, the whole party covered.
React to the frosting height before you even cut into it.
Your caption must include:
Send a collab request to @originalcrumbs, @sobeys, and @localrelishers
Tag @originalcrumbs, @sobeys, and @localrelishers
Mention how colossal the cupcake is and that it feeds a whole party
Let your audience know it is available now in the Sobeys bakery section
Add a personal, fun touch — who you shared it with, the reaction, or the moment
Everything else is yours. Have fun with it.
🤝 FTC disclosure: You must clearly say this is a partnership. Use "Partnered with Original Crumbs" somewhere in your caption.
These hashtags are required: #originalcrumbs #colossalcupcake #sobeysfinds