The Cheesecake Shop Launches Handmade Happiness Campaign
The bakery franchise is updating its branding to showcase its tradition of baking products fresh in-store.
Updated on Oct. 26, 2026 in Desserts
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The Cheesecake Shop has launched a new marketing campaign titled Handmade Happiness to improve customer awareness of its in-store baking practices. The campaign accompanies a wider bakery refurbishment program designed to give customers a direct view into kitchen operations.
Why it matters
Consumer research indicated that many customers were unaware that the franchise bakes its goods on-site. By increasing kitchen visibility, the company aims to emphasize its use of locally-sourced ingredients and its 35-year history.
The Cheesecake Shop has been operating for 35 years and is now undergoing bakery refurbishments to increase kitchen visibility. The Handmade Happiness campaign emphasizes the brand's use of locally-sourced ingredients.
The players
The Cheesecake Shop
An international bakery franchise that has been in operation for 35 years.
Elevencom
A creative agency that managed the new campaign and previously conducted a brand refresh for the company.
The details
The campaign features new branding and advertisements across TV, digital, and out-of-home channels to highlight the artisanal process. Elevencom served as the creative agency for the project, building upon a brand refresh the firm completed for the company in 2023.
Timeline
The Handmade Happiness campaign officially launched on October 26, 2026.
Elevencom previously completed a brand refresh for the franchise in 2023.
Culture Shift
This transition aligns with the broader retail trend toward radical transparency in food preparation to bolster consumer trust. The Cheesecake Shop is actively moving to prove its artisanal credentials by inviting customers to witness the baking process firsthand.
Customers can expect to see physical changes in local bakeries as stores are refurbished to provide views into the kitchen. These updates aim to provide a more transparent experience when purchasing freshly baked items.
The takeaway
Transparency in food production is becoming a key differentiator for established retail chains looking to reconnect with modern shoppers. Focusing on local ingredients and visible baking processes can help brands refresh their image and emphasize product quality.
What happens next
The Cheesecake Shop plans to conduct an upcoming menu review and refresh following the rollout of the current marketing campaign.
Further reading
Learn more about the latest trends in the industry by visiting the Desserts section.
Source note: This article includes information reported by Campaign Brief.
Live Poll
Does knowing a product is handmade in-store make you more likely to buy it?
