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If you have been commuting through Toronto's Union Station, Vancouver's Commercial–Broadway Station, or Montreal's Gare Centrale, you might have been surprised to see an unusual sight on Thursday: sleepy shoppers in bathrobes and sleeping masks pushing grocery carts through the morning rush.
This was part of the latest campaign from Canadian dairy brand Tre Stelle, which is helping Canadians break out of autopilot and wake up to better cream cheese by inspiring them to rethink their everyday cream cheese choice and discover a cream cheese worth switching to.
Tre Stelle, a Canadian cream cheese brand owned by Arla Foods, sent actors dressed as sleepy shoppers into transit stations in Toronto, Vancouver, and Montreal on August 13, 2026, to promote its new lactose-free cream cheese line
The eye-catching activation was part of Tre Stelle's Sleep Shopper campaign, which encourages Canadians to "wake up" from grocery shopping on autopilot and rethink their everyday cream cheese choice.
Who's behind the campaign?
- Brand - Tre Stelle (Arla Foods)
- Agencies -
(click on the link to view the agency's Vendor Directory listing)
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