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, no starting from scratch.
Four flavours,
four moments.
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
The 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
A caramel drip over burnt basque, shot to make the sweetness obvious before a word is read. The special that pulled regulars off the classic, and gave the calendar its first repeat buyers.
Strawberry
The summer flavour: a strawberry basque, pink through the middle, shot bright to land on a hot day. Colour did the work in the feed; the flavour did the rest in store.
Tiramisu
Requested enough to bring back. The tiramisu drop ran on the same framework as the rest, and sold on the strength of the name before the shoot had even finished.
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 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 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 content calendar: reels, posts 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, flyers and stickers
Market activations: Kew Village and Duke of York Square