Tre Stelle is urging Canadian consumers to reconsider their routine cream cheese purchases through a marketing campaign that includes public activations in Toronto, Montreal and Vancouver.
The Sleep Shopper campaign, launched this week by the dairy brand, features people dressed in bathrobes and sleeping masks pushing grocery carts through morning commuter stations. The company says the campaign is intended to encourage shoppers to break from habitual grocery-buying decisions and consider Tre Stelle cream cheese.
Campaign targets shopping habits
The activations took place at Toronto’s Union Station, Vancouver’s Commercial–Broadway Station and Montreal’s Gare Centrale, where commuters encountered the Sleep Shopper stunt on Thursday.
The campaign centres on Tre Stelle Original Cream Cheese and the company’s Lactose-Free Garlic & Chives product, which Tre Stelle describes as Canada’s first flavoured lactose-free cream cheese.
“We know that many grocery decisions are made out of habit, and that’s especially true for products people buy week after week,” said Logan McCarles, Head of Brand at Arla Foods. “With this campaign, we’re encouraging Canadians to break out of that routine and discover a cream cheese made with high-quality, simple and natural ingredients that delivers the quality, freshness and flavour they can count on, whether it’s for breakfast, an afternoon snack or recipes.”
Tre Stelle says the Lactose-Free Garlic & Chives product is made with premium ingredients and is intended to provide a lactose-free option for consumers seeking a flavoured cream cheese.
Product lineup
The company says its cream cheese range also includes Organic, Light, Herbs & Spices and Lactose-Free Original varieties.
Tre Stelle is positioning the range for different consumer preferences and uses, including as a spread and as an ingredient in recipes.
The campaign’s focus on changing routine purchasing decisions comes as the company seeks to draw attention to its cream cheese offerings through the three-city activation.
Tre Stelle says it has been producing cheese for Canadian consumers for more than 65 years and that its cream cheese products are widely available in grocery stores across Canada.
The company’s broader cream cheese lineup includes Original, Organic, Light, Herbs & Spices, Lactose-Free and the newly launched Lactose-Free Garlic & Chives varieties.
Brand strategy
The campaign is built around encouraging consumers to reconsider an everyday grocery choice rather than automatically purchasing the same product.
Tre Stelle says its products are made with simple, natural ingredients and describes the brand as Canadian. The company is part of Arla Foods, with McCarles identified in the release as the organization’s Head of Brand.
The Sleep Shopper campaign is being used to highlight the company’s existing cream cheese range alongside its newest lactose-free flavoured product.
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