New tv campaign: The Cheesecake Shop

By Sarah Stowe | 29 Oct 2015 View comments

Cake franchise, The Cheesecake Shop, has launched a new 30-second television commercial, its first in more than a decade.

Highlighting the journey of the cake from oven to customer (a young boy surprises his mother with a special cake), the new commercial is designed to set The Cheesecake Shop apart from other cake brands and reinforce its message of baking on the premises. 

Peter Dable, national marketing manager for The Cheesecake Shop, said "Our single minded message for this campaign is that The Cheesecake Shop bake on premises using fresh ingredients.

"The commercial conveys this message in a simple and sweet way and after 12 years since our last commercial we are very pleased with the outcome." 

Director Matt Lupus said “What we wanted to achieve was to show a real working kitchen of the store, rather than build a set and fabricate a location. The script was honest and genuine so we had to be too, and that trickled all the way down to props and locations.

"So what you see on screen is real cakes baked freshly the night before, real working props and actual store locations. I think it all came together with an incredibly beautiful look that feels magical but is absolutely real.”

The commercial has already aired in Western Australia, and will roll out to eastern states using road-blocking media buys in key viewing periods for grocery buyers ages 25 to 54.