The Cheesecake Factory

Media Relations

 


OBJECTIVE

– Capitalize on hardcore fan base to make The Cheesecake Factory national media darlings

– Position TCF as the national cheesecake restaurant of choice

– Drive sales of a gift promotion and new cheesecake flavor

 


EXECUTION

– Leverage relationships with targeted shows and producers to identify top-level national television show integrations

– Work with producers in 22 core markets to secure cooking demos

– Target top radio stations, negotiating on-air giveaways with no fee

– Coordinate print and online coverage with key messages to drive traffic to website

 


RESULTS

– National broadcast integrations generated 14,962,653 national viewership

– Reached 1,455,304 Facebook fans, 1,210,727 Twitter fans and 1,510,000 viewers from shows’ email blasts

– 118 print and online placements reached 138,921,039 readers

28 radio promotions generated listenership of 32,282,700, representing $246,650 ad value and 31:1 ROI

– New flavor represented the best cake launch in company’s history

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