Tre Stelle
CLIENT
Experiential, Activation Design, CPG
SERVICES
Introducing families to recipes made easy-cheesy with Tre Stelle.
Real. Life. Cheese. Program
CRUEL brought Tre Stelle cheese products to several high-profile Canadian events, to increase brand visibility and engage consumers with a focus on young families and children. The brand also aimed to introduce easy recipes using Tre Stelle's Mozzarella, Mini Mini Bocconcini, and Feta to event attendees.
CRUEL executed a sponsorship strategy in partnership with Taste of Little Italy, MURAL Festival, Khatsahlano Street Party, and Celebration of Light. Utilizing colourful Tre Stelle balloons to enhance brand visibility and draw attendees to the activation. A custom-built sampling station was set up to serve Tre Stelle recipes, and additional sampling carts were positioned in nearby areas to increase reach and engagement.
The sponsorship and engagement strategy successfully positioned Tre Stelle at the forefront of these events, and resulted in a sales lift at adjacent stores, driven by coupons distributed from the activation. The colourful balloons and tasting stations were a hit, attracting lines of attendees down the block, eager to sample the custom recipes. This activation resulted in enhanced brand visibility, active engagement with young families and children, and successful sampling of their new product offerings—while connecting live events to conversion at retail.
CREDITS
CRUEL: Lead Agency
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.
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.
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 DesignCONTENT
Brand Storytelling
Digital Strategy
Content Production
Commercial Photography
Channel Planning
Community Management
Digital Platform Development
Emerging Tech Integrations
3D Motion DesignEXPERIENTIAL
Activation Development
Installations and Pop-Ups
Event Strategy and Production
Interactive Product Sampling
Logistics Management
Staff Recruitment/Training
Retail EnvironmentsPARTNERSHIPS
Strategic Partnerships
Negotiation and Contracting
Sponsorship Framework
Property Representation
Sponsor Activation
Valuation and Measurement
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 InnovationMR. SATURDAY (2022)
Cannes Bronze Lion for Brand
Experience and Activation
MR. SATURDAY (2022)
Atomic Awards, Gold for Niche Targeting, Collaboration, Engagement
MR. SATURDAY (2022)