The Cheesecake Shop, has appointed Publicis Melbourne as creative agency. The appointment is effective immediately.

Publicis was appointed to the business after a competitive pitch and starts work initially on a pre-Christmas campaign for the Cheesecake Shop then on to brand positioning work into 2017.

The Cheesecake Shop was founded by brothers Warwick and Robert Konopacki in 1991 and now has 200 retail bakeries across Australia and New Zealand, as well as retail presence in the UK and Poland.

National marketing manager, Avril-Summer Cusack (pictured left) said, “In the competitive process we were impressed with the level of knowledge, insight, energy and creativity that the Publicis team displayed.

“We’re really looking forward to a deep relationship with Publicis, telling our story of quality, care and the pleasure that sharing a great hand-crafted cake brings.”

Georgie Pownall, general manager of Publicis Melbourne (pictured right) added, “The Cheesecake Shop team have total commitment and passion to communicating the quality and consistency of their products and we are focused on helping them tell their story.

“Just the fact that all cakes are baked and decorated in store really signals that commitment.  Plus, who doesn’t like cake?!”