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Glenn's Edibles

CLIENT

Commercial Production, Cannabis

SERVICES

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.

CREDITS

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
BTS: @domlisi

  • CRUEL is a Toronto-based independent marketing agency specializing in Brand Experience and Creative services. Founded in Montreal in 2013 as a university lifestyle platform, CRUEL quickly became a hub for young people to connect through events and social media. By 2015, it transformed into a full-service marketing agency, leveraging insights into youth culture to help brands thrive. Over the years, CRUEL has delivered award-winning campaigns developing experiential strategies for global brands. Known for blending creativity, technology, and grassroots authenticity, CRUEL bridges online and offline experiences to create impactful, human-centered connections that drive real world results.

  • Experiential

    Experience Design

    Activation Development
    Installations and Pop-Ups 
    Event Production
    Interactive Sampling
    Logistics Management
    Staff Recruitment/Training
    Retail Environments

    Content

    Brand Storytelling
    Digital Strategy
    Content Production
    Commercial Photography
    Channel Planning
    Community Management
    Digital Platform Development
    Emerging Tech Integrations
    3D Motion Design

    Branding

    Research and Insights 
    Brand Strategy and Planning
    Brand Identity
    Art Direction
    Illustration
    Graphic Design
    UI and UX Design 

    Partnerships

    Strategic Partnerships 
    Negotiation and Contracting
    Sponsorship Framework 
    Property Representation 
    Sponsor Activation
    Valuation and Measurement

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