The Cheesecake Factory's first brand campaign celebrates their larger-than-life menu and the moment when your food arrives and takes your breath away.

Billboards portray the decadent craving for a slice of The Cheesecake Factory cheesecake, while the menu goes from huge to ginormus with this larger-than-life menu.

The campaign was an unapologetic approach that celebrated why The Cheesecake Factory is so popular – delicious, gorgeous food and generous portions. The campaign launched in 2012 in a large US market and saw an immediate lift in sales, opening the door for additional cities to test the campaign’s success.

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