Hoping to better convey the actual cooking that goes on in The Cheesecake Factory kitchens, the casual-dining chain this week unveiled a series of cartoons.
The chain has developed a seven-part animated series called “The Kitchen Speaks” that will be distributed on Hulu, YouTube, Drawbridge, as well as through various social media channels and in targeted marketing.
The shorts include a cast of talking kitchen utensils, each with a unique personality, designed to tell The Cheesecake Factory’s story about how more than 250 menu items are hand made every day.
If the shorts have a Disney-like feel to them, it’s no surprise.
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Donald Evans, The Cheesecake Factory’s chief marketing officer, worked previously with The Walt Disney Co. and Pixar animation. For “The Kitchen Speaks,” the chain worked with agency of record Pereira & O’Dell, as well as commercial studio House Special.
Evans, who declined to reveal the cost of the series, said the shorts are designed to be a fun way to communicate the brand’s fresh, made-in-house story without “hitting them over the head with advertising or social media posts.”
“It’s a gift to our fans and a fun way to tell the story,” he said. “We thought it would be a playful way to get their attention. And, once we have their attention, we’ll pepper in more content.”
The series will run online leading up to National Cheesecake Day on July 30.
Other brands, like Denny’s, have had success with animated series. According to Ad Week, Denny’s’ “The Grand Slams” online video series featuring wisecracking breakfast food has been viewed 37 million times. Company officials credit the web series with boosting same-store sales and traffic since the cartoons debuted in 2014.
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