Serving up success

A sweet relationship: The Cheesecake Shop and Aruga

There’s always room for dessert! Aruga partnered with The Cheesecake Shop in 2023 to serve up thought leadership content, support its ambitious strategic international growth plans and re-ignite the brand’s media presence. The dessert retailer enlisted our expertise to boost franchise partner enquiries across Australia and New Zealand, promote milestone bakery openings and product launches and whet the appetites of a new generation of dessert lovers off the back of their brand rejuvenation journey.

Aruga led the PR efforts for The Cheesecake Shop’s brand refresh by developing key messages and media materials and securing top-tier media coverage that resonated with new and existing customers, franchisees, QSR industry peers and future franchise partners.

Aruga was also instrumental in ideating and securing a multi-year charity partnership between The Cheesecake Shop and the Make-A-Wish Foundation, integrated into every aspect of the business.

From expert copywriting to graphic design, Aruga supports The Cheesecake Shop beyond earned media to help the beloved business tell its story to the world.

Results

395

media clips

4.4M

potential audience reach

16

media releases developed

4

opinion editorials developed

2

partnership engagements and collaborations

5

content shoots

Deliverables

Copywriting

Developing written materials including franchisee case studies, leadership biographies, opinion editorials, media releases, media alerts, and LinkedIn content to ensure consistent and engaging communication across all platforms.

Media Relations

Leveraging strong relationships with business, franchise and QSR media, Aruga acts swiftly to pitch key announcements, franchise development profiles, thought leadership pieces, and news about new products and partnerships.

Winning tactics

The Aruga team has extensive experience and in-depth knowledge of the franchise and QSR industries, using our solid media relationships and providing expert advice to secure earned media coverage.

Aruga leveraged its strong connections with business, franchise and QSR media to generate continuous coverage, placing The Cheesecake Shop back on the radar for industry news and discussions.

Aruga’s expert copywriters and graphic designers helped The Cheesecake Shop create and refresh high-quality, brand-aligned materials from conference presentation decks to Franchise Partner Prospectus documents.