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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

  • Founded in 2013, CRUEL began as a university lifestyle platform in Montreal and a vibrant hub for young people, fuelled by the rise and influence of social media. By 2015, our company had transformed into a marketing agency, attracting clients keen to engage with youth culture, and leveraging expertise from hosting thousands of events and pioneering localized content initiatives. CRUEL's early success was marked by the nationwide launch of Snapple Spiked in 2016, leveraging an authentic, grassroots-focused campaign.

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    By 2018, CRUEL’s emergence as a creative force in the agency marketplace was nationally recognized, earning accolades such as Campaign of the Year and Brand of the Year for the launch of the 7ACRES cannabis brand. Since then, our agency has embraced adaptability and innovation, shifting from traditional event marketing to a fully integrated approach that now combines Branding, Content, Experiential, and Partnership services.

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    Our commitment to pushing the boundaries of technology and innovation, while also staying relevant, was highlighted by the LottoMax Dream Drop campaign in 2022, which was recognized with a Cannes Lion for Experience Design. In 2023, CRUEL continued to capture media attention, featured in prestigious publications such as Hypebeast, Highsnobiety, and Vogue. By delivering fully-integrated brand experiences that capitalize on contemporary trends, CRUEL consistently delivers innovative strategies to connect brands with the next generation of consumers.

  • BRANDING

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

    CONTENT

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

    EXPERIENTIAL

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

    PARTNERSHIPS

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

  • Brand of the Year ADCANN and

    Canadian Cannabis Awards

    SUPREME CANNABIS (2018)

    Best Marketing Campaign

    O’Cannabiz Awards

    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)

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