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Tre Stelle


Experiential, Activation Design, CPG


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.


CRUEL: Lead Agency

  • Brand of the Year ADCANN and

    Canadian Cannabis Awards


    Best Marketing Campaign

    O’Cannabiz Awards


    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.


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


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


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


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

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