Commercial Production, Cannabis
Taste the ripple effect.
Glenn's Launch Program
CRUEL partnered with Glenn's Edibles to launch a new product line of cannabis edibles and increase brand awareness for the launch, using a combination of video content and in-store retail activations. The program aimed to cultivate retailer relationships, leverage social media, and emphasize the brand's unique selling proposition—breaking free from the monotonous flavors common in cannabis edibles.
CRUEL planned and executed the launch program, incorporating video production to highlight the distinctive rippled flavor and vibrant flavor profiles of Glenn's Edibles, and to convey the brand's nostalgic inspiration. Additionally, in-store retail activations were designed to cultivate relationships with retailers and to increase product visibility. These efforts were bolstered by a robust social media strategy to drive contest engagement through Instagram.
The launch program successfully brought Glenn's Edibles to market, increasing brand awareness through content, in-store retail activations, and driving social media engagement. By highlighting the brand's unique rippled flavor, the campaign conveyed the brand's uniqueness and positioned it distinctively in the cannabis edibles market. The strategies helped cultivate valuable retailer relationships and successfully raised awareness for the new range, available through select retailers.
Executive Producer: CRUEL
Directed/Produced by Route Eleven @route_eleven
Edited by Route Eleven
Model: Hilary Henderson @hilaryhcomedy
Photographer: Valentina Giorcelli @valentina.giorcelli
Director of Photography: Ash Tailor @tremblingwater
1st AC: Vy Nguyen
Gaffer: Doug Cunningham
Prop Stylist: Genevieve Wiseman @genwiseman
Props Assistant: Thalia Hoxford @thaliahoxford
Food Stylist: Sarah Sweeney
H/MU Artist: Shawnna Downing @shawnnadowning
PA: Amavel Figueiredo
Brand of the Year ADCANN and
Canadian Cannabis Awards
SUPREME CANNABIS (2018)
Best Marketing Campaign
SUPREME CANNABIS (2019)
ADC Awards 2022
Gold for Media Innovation
MR. SATURDAY (2022)
Cannes Bronze Lion for Brand
Experience and Activation
MR. SATURDAY (2022)
Atomic Awards, Gold for Niche Targeting, Collaboration, Engagement
MR. SATURDAY (2022)
CRUEL is an independent marketing agency based in Toronto, exploring contemporary themes through art, marketing, and culture. We find deeper meaning emphasizing the power of human connection, and in doing so, embed brands in the conversation; whether digital or in-real-life, launching a new product, or creating an immersive brand experience.
Founded in 2013 as a university lifestyle platform in Montreal, CRUEL quickly became a hub for young people to connect, driven by the surge of social media. By 2015, after hosting thousands of events and launching localized content initiatives, CRUEL transformed into a marketing agency, drawing clients keen on understanding youth culture and younger demographics. In 2016, CRUEL further demonstrated its newly formed marketing acumen by successfully launching Snapple Spiked across Canada through an authentic, grassroots driven campaign.
CRUEL's creative capabilities flourished in 2018, winning Campaign of the Year and Brand of the Year for the launch of the 7ACRES cannabis brand in Canada. The arrival of the pandemic in 2020 tested CRUEL's adaptability as a younger agency. However, with agility and a solutions-oriented mindset, CRUEL was able to seamlessly pivot from traditional event marketing to a fully integrated offering, combining Branding, Content, and Experiential to provide increased value to clients. As people everywhere returned to real life, so did CRUEL. This was on display with the LottoMax Dream Drop campaign in 2022, winning several awards, most notably the agencies first Cannes Lion for Experience Design.
In 2023, CRUEL has continued to grow, being featured in Hypebeast, Highsnobiety, Vogue, Strategy Online and other publications. By delivering fully-integrated brand experiences that capitalize on contemporary trends, CRUEL is always designing new ways to connect brands to with the next generation of consumers.
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Toronto-based, independent creative agency founded in 2013, exploring contemporary themes through art, marketing, and culture