Beloved Australian dessert brand, The Cheesecake Shop, has recently announced that it is launching a new brand strategy and creative campaign. The Cheesecake Shop’s new campaign launched on November 6 and involves new packaging designs, a new colour palette, a new logo, and a whole suite of new advertising means and methods.

Rebecca Barnes, The Cheesecake Shop’s chief marketing officer said that the rebrand aims to keep the brand fresh and relevant to keep up with modern times while also evoking people’s sense of nostalgia and connection with the brand.

“The role cake plays in people’s lives is not just one for huge milestones and celebrations but also for the everyday,” she said.

“Our rebrand campaign depicts relatable scenarios through a series of life’s greatest moments and even life’s worst days. Whether it’s a bad day at work, a break-up, a union, an argument, we are confident most Australians will be able to relate to these key moments.”

The rebrand comes after much market research led The Cheesecake Shop to the decision, which is only part of the plans that the company has in the works.

“We have bold ambitions and big plans to grow the brand, reach new customers and broaden the brand’s appeal,” Rebecca said.

“It’s all about growing from our strong foundations – the great taste, quality, value and convenience our customers have come to expect from us isn’t going anywhere,” she said.

“We’ve been celebrating with our customers since 1991 and we can’t wait to continue baking happiness for plenty more decades to come.”