A slice of the American Experience.
With its ten-page menu, oversized dishes, and instantly recognizable decor, The Cheesecake Factory is a culinary experience like no other. However, the rising cost of food post-pandemic is causing many of its loyal customers to look for other dining options. To remind people of the emotional lure and mouthwatering dishes the restaurant has to offer, The Cheesecake Factory will position itself as an iconic part of American Culture and apply to become a National Historic Landmark.
The launch
To announce that The Cheesecake Factory is applying to become a National Historic Landmark they will debut a social video across channels highlighting its cultural significance over the years and driving people to a landing page to learn more.
Positioning itself as a vital part of American Culture, The Cheesecake Factory will display some of its most recognizable artwork and decor in American Art Museums.
The Cheesecake Factory will create merch boxes to send to celebrities who are openly cheesecake factory lovers.
The boxes will look like a time capsule with the year that The Cheesecake Factory first opened its doors. Inside there will be Cheesecake Factory themed swag and an informational card about the campaign that prompts people to show their support. The content of these boxes will also be available to the public for individual purchase on the website.
To further convince the public why this iconic chain should be a national historic landmark, the cheesecake factory will create a series of ooh ads with specific reasons of why it fits the bill.
Co-Copywriter and Co-Art Director: The Extraordinary Celeste Hebson