The Cheesecake Factory is not just a legendary brand – it's the ultimate party on a plate! After the wild ride that was 2020 for the restaurant world, the operational-forward company decided it was time to spice up their marketing. Tasked with expanding their cultural and social flavor profile, keeping their style as fresh as a just-baked pastry, and ensuring every brand encounter is a mouthwatering experience, the goal was to cook up a scrumptious marketing feast that — much like the restaurant — would leave a lasting impression.
Every great dish is created from a meticulous recipe. With this in mind, our initial task was to cook up a set of instructions — a brand "north star" — to strategically unify our efforts and ensure a consistent blend of delectable visuals and messaging that would deliver a flavor-packed punch, every time.
To do so, we delved deep into the soul of this iconic business—the scrumptious variety of food (we're talking abundance galore), the delightful people (hello, unique dining experience), and the flawless execution that keeps everything cooking perfectly. What did we discover? The mouthwatering truth that there's no other place on earth like ours: those in the restaurant industry wouldn’t attempt to try to recreate our model, and those not in it simply couldn't.
With a strategic focus on experience, it was time to sprinkle our award-winning entertainment spice and elevate Cheesecake into the next era of foodie-approved marketing deliciousness.
Have you ever dreamed of slicing into a piece of cheesecake in the first person or going on safari through a valley of food? We have! Our creative explored portion size, variety, flavor and our signature dishes like never before. Using tools like: probe lenses, robotic arms, camera jibs, dolly’s and even our phones—we brought the magic of The Cheesecake Factory right to your phone screen.