For 35 years, The Cheesecake Shop has helped Australians and New Zealanders celebrate life’s sweetest moments. Now the beloved dessert specialist is launching Handmade Happiness, a new campaign that shines the spotlight on the in-store craftsmanship and expert bakers at the heart of the company.
Coinciding with the rollout of a major bakery refurbishment program that will give customers unprecedented views into each location’s kitchen, Handmade Happiness lifts the lid on The Cheesecake Shop’s dessert-making practices, allowing customers to witness firsthand just how much care and heart go into every treat.
From special occasion celebration cakes to “just because” everyday delights, the campaign showcases how products are handmade fresh in-store by passionate bakers who prioritise quality and locally-sourced ingredients to deliver the iconic taste customers know and love.
The campaign features new branding, bakery refurbishments, TV and digital assets airing across multiple screens, out-of-home (OOH) advertising, online video and supporting social media activity, with an exciting menu review and refresh in the works.
Handmade Happiness was born out of consumer research conducted by The Cheesecake Shop, which revealed that many customers weren't aware that the franchise’s cakes are baked in-store, sparking the idea to bring the people behind the scenes to the front and centre.
To bring the multi-channel campaign to life, The Cheesecake Shop turned to their trusted collaboratorElevencom, the creative agency responsible for the franchise’s hugely successful brand refresh in 2023.
The Cheesecake Shop Chief Marketing Officer Rebecca Barnes says the franchise is proud to celebrate the bakers who make it all possible.
“At the heart of The Cheesecake Shop is an incredible network of passionate, locally owned and operated bakeries, where skilled bakers bring our cakes to life every day,” she says.
“Our bakers take real pride in creating products in store, by hand, ensuring every cake reflects the quality and attention to detail our customers have come to know and love.”
“The Cheesecake Shop has always been about more than just dessert; it’s about being part of life’s most meaningful moments. From birthdays and milestones to family gatherings and everyday celebrations, our cakes help bring people together and create memories that last.
“Through this campaign, we want to shine a light on the role our locally owned bakeries play in their communities and celebrate the people, passion and craftsmanship that make every occasion a little more special.
“After all, we don’t just bake cakes, we handmake happiness.”
Elevencom Director of Creative Strategy Jono McCauley says the campaign showcases the amount of care and craftsmanship that goes into every cake.
“The Cheesecake Shop occupies that wonderful sweet spot between supermarkets and independent patisseries – the perfect blend of value for money and crowd-pleasing quality,” he says.
“The Handmade Happiness campaign highlights the simple truth that Cheesecake Shop bakers really love their work, and the joy they share in their kitchens means there’s more bliss baked into every cake.
“In a world where people are crying out for human connection and joyful celebrations, handmade happiness is exactly what The Cheesecake Shop delivers.”
The Cheesecake Shop’s new Handmade Happiness campaign launches on Monday 26 October.
Credits
Client: The Cheesecake Shop
Chief Marketing Officer: Rebecca Barnes
Marketing Manager: Kayleigh van den Berg
Mel Robb: Marketing Executive
Product Development Innovator: Mattin Anang
Content Creator: Alana Pedrazzoli
Cassie Adamson: Communications Manager
Kris Wong: Head of Ecommerce and Digital
Creative Agency: Elevencom
Creative Team: Daniel Crocetti, Gemma Easton, Chris Johnson, Maria Torres, Susan Dearn, Kathryn Hamel
Senior Account Director: Claire Bragg
Director, Creative and Branding: Ryan Fallowfield
Director, Operations: John McLachlan
Director, Creative Strategy: Jono McCauley
Production Company
Directors: Ben Flaxman, Hannah Ariotti
Senior Producer: Mark Bishop
Sound: Take 2 Creative Audio
Producer/Audio Director: Greg Crittenden
Media Agency: Media Merchants
Managing Director: Justine Butler
Client Strategy Director: Prindi Heathcoate
Media Director: Angela Petersen
