A launch for every flavour.
+1,457% reach.
A rolling calendar of limited edition flavours, each turned into its own moment by one repeatable launch framework.
The brief.
La Maritxu, London's Basque cheesecake specialists, don't run one launch a year. They run a rolling calendar of them. Limited edition flavours that appear, sell through, and disappear: a gingerbread for Christmas, a salted caramel, a strawberry for the summer, a tiramisu brought back by demand.
Every drop had to feel like an event of its own, land fast, and sell out before the next one arrived. So the brief was never a single campaign. It was a system that could turn a new flavour into a moment, again and again, without starting from a blank page each time.
One framework, every flavour.
We built a bespoke launch framework the brand could run on repeat. Start at the moment, work backwards. Momentum is built, not switched on. The flavour changes; the machine underneath stays the same.
Two weeks out
Tease the flavour, not the product. Build the wait before there is anything to buy.
Launch week
The drop, in full craft. Feed, email, in-store and paid, all telling one story at once.
Day four
The second wave. A customer, a different angle, the thing we held back for when the room goes quiet.
Every launch after
The system repeats. New flavour, same lift, without starting from scratch.
The launches.
Four limited edition flavours, each with its own hook, its own reason to buy now, and its own set of assets. Same framework, different story every time.
Gingerbread
Christmas specialThe Christmas drop, built around the season without a single cliché. Warm brown tones, a gingerbread man propped against the slice, a dusting of spice on slate. The full-cake hero carried the announcement; the branded slice, shot on La Maritxu's own paper, carried it through the run.
Salted Caramel
Limited editionThis one was about want. Caramel pouring over the edge of the stand, a slice lifted on a spatula with the sauce still running off it. We ran it three ways from a single shoot: an "introducing" announcement, a "come in while stocks last" poster for the shop and markets, and a "one click away, order now" version for the online store. Same flavour, three jobs, one look.
Strawberry
Summer, timed to the tennisA summer flavour tied to a summer moment. We ran the strawberry drop into tennis season and the Duke of York Square market, right down to a branded tennis ball on a clay court. Strawberries and cream, reframed. The slice shots did the craving; the market graphic did the "today only, come find us."
Tiramisu
Back by popular demandThe strongest signal a limited edition can send is that people asked for it to come back. We leaned into exactly that. A cocoa-dusted top shot, big serif type, "back by popular demand" doing the heavy lifting, then an "order now" cut for the store. Scarcity and proof in the same frame.
Beyond the feed.
A launch doesn't live only on the grid. We carried each flavour into the places people actually meet the brand: the market stalls, the shopfront, the boxes themselves. Packaging with a QR code that asks for a Google review at the exact moment the cake is best, halfway through a slice in the park. Lifestyle content that put the cheesecake in a picnic, in the sun, in someone's hands, not just on a stand. The line that tied it all together: you bring the party, we'll bring the cheesecake.
What we delivered.
- Launch campaign framework: concept, strategy, rollout plan, key messaging
- Four flavour launches end to end: Gingerbread, Salted Caramel, Strawberry, Tiramisu
- Creative direction and content shoots: moodboards, shot lists, storytelling visuals
- Social media calendar: ongoing posts, reels and stories per drop
- Email marketing: launch, mid-campaign and farewell sequences
- Copywriting for web, social, ads and in-store materials
- In-store and market marketing: boards, posters, packaging, review QR codes
- Market activations: Kew Village and Duke of York Square
- Influencer outreach: research, messaging, relationship building
- Website copy and banners: new flavour pages and promotional content
- Paid social campaign: Meta ad creative and copy
The result.
By turning storytelling into a framework, not a one-off idea, La Maritxu can now launch a new flavour and know it will land the same way every time. The system carries the craft; the studio adapts the story to each drop. There is always a next one.