Castello Island
Castello
CLIENT
CPG, Experiential, Pop-up, Activation Design
SERVICES
Transporting consumers to the tropics, one bite at a time.
CRUEL partnered with Castello to launch its Decorated Cream Cheese line in Canada, driving trial for Taste Thailand and Taste Hawaii among flavour-curious consumers in a low-engagement category.
The Castello Island was created as a fully immersive, multi-sensory pop-up experience, designed to reframe cream cheese as a platform for flavour discovery. Housed within a custom-wrapped mobile trailer, the activation transported consumers into a tropical escape through layered sensory design — ocean soundscapes, essential oil aromas, textured sand flooring, and 360-degree beach visuals — paired with chef-crafted tasting moments at entry and exit.
Over August and September 2023, the experience toured four Ontario and Quebec locations, including Trinity Bellwoods, Old Port Montréal, Taste of the Kingsway, and the Toronto Waterfront Festival. Consumers sampled both SKUs before entering a $5,000 Expedia dream destination contest.
Across 12 days of activation, The Castello Island delivered 97,000 samples, 1,095,000+ IRL impressions, and 7,760 immersive interior interactions. The Toronto Waterfront Festival alone nearly doubled sample targets, with continuous lineups from open to close — reinforcing the power of experiential design to turn curiosity into conversion.
CREDITS
Lead Agency: CRUEL
CRUEL is a marketing agency located in Toronto’s garment district, we explore contemporary themes across commerce and culture, unroot deeper strategic narratives, and foster stronger connections through direct marketing, experience design, and integrated creative services. Founded in Montreal in 2013 as a university lifestyle platform, CRUEL quickly became a hub for young people to connect through events and social media. By 2015, it transformed into a full-service marketing agency, leveraging insights into youth culture to help brands thrive. Over the years, CRUEL has delivered award-winning campaigns developing experiential strategies for global brands. Known for blending creativity, technology, and grassroots authenticity, CRUEL bridges online and offline experiences to create impactful, human-centered connections that drive real world results. CRUEL makes digital interactions feel more human and real-world experiences more personal.
Direct Marketing
Product Sampling
Logistics Management
Staff Recruitment and Training
Community Management
Strategy and Channel Planning
Strategic Partnerships
Negotiation and Contracting
Sponsorship Framework
Sponsor Activations
Valuation and Measurement
Experience
Experience Design
Activation Development
Installations and Pop-Ups
Event Production
Retail Environments
Property Representation
Technology Integrations
Creative
Research and Insights
Brand Stewardship
Content Production
Commercial Photography
Motion Design
Brand Identity
Art Direction
Illustration
Graphic Design