PROMOTIONS | Staff Reporter, Australia

The Cheesecake Shop gives away AU$500,000 worth of gifts

The bakery chain aims to attract 100,000 new customers with the campaign.

The Cheesecake Shop has announced that they will give away AU$500,000 worth of gifts as part of their Christmas campaign.

The giveaway includes $500 gift cards for major retailers and smaller value gifts such as free Pavlovas and $5 and $10 off Cheesecake Shop vouchers. The cheesecake brand plans to target potential customers who do not follow them on social media or who are not part of their eDM database.

“It’s not very common for a brand to give away Christmas gifts to people who have not made a purchase with them. We believe that it will be a big draw card to speak to people who are typically not our customers,” Peter Dable, general manager of marketing and operations of The Cheesecake Shop, said.

The campaign’s digital advertising is said to be the backbone of the campaign as it allows customers to sign up at their promo website to access the promotion. The chain said that they are targeting 100,000 new customers in their database.

“By making the vouchers only redeemable in January, the purpose of this campaign goes beyond Christmas and focuses on increasing customer numbers and sales during a period which is generally slower for our stores,” Dable continued.

Furthermore, The Cheesecake Shop’s campaign to their existing customers revolves on their 12 best selling cakes with a promo to win a AU$10,000 holiday voucher.

“We’re looking forward to a profitable Christmas period for our franchisees and seeing new customers through the doors during January,” Dable added.

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