Tre Stelle awakens ‘sleepy shoppers’ with new campaign

A new campaign from Tre Stelle asks Canadians to rethink their grocery shopping habits.

On Thursday morning (Aug. 13), commuters in Toronto’s Union Station, Vancouver’s Commercial–Broadway Station and Montreal’s Gare Centrale may have spotted “sleepy shoppers” sporting bathrobes and pushing grocery carts as part of the cheese brand’s new “Sleep Shopper”platform.

The campaign encourages Canadians to “wake up” from grocery shopping on autopilot.

READ: Consumer focus on protein, digestion and health is reshaping the dairy aisle

"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, in a press release. "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."

The campaign features Tre Stelle Original Cream Cheese and Tre Stelle's latest release, Lactose-Free Garlic & Chives.