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.