Las Tartas de Julita: the recipe of a brand that understood how to grow with Grupoidex

Madrid, June 24, 2026

When we started working with Julia Sala and her team, we detected something few brands have: an exceptional product and an authentic connection with their community. However, to become a benchmark brand, having a good cheesecake wasn’t enough—it was necessary to define a clear strategic vision, find a differential positioning and build a narrative capable of transcending the product. That’s where the real work of Teriyaki, Grupoidex’s creative vertical, came in: helping Las Tartas de Julita choose the right path and equip it with the creativity needed to turn every step into an opportunity for growth and recognition.

At Teriyaki we often say that the most relevant brands are those that manage to become part of people’s culture, the ones that stop being a purchasing option to become a reference; and that requires strategy. That’s why the first step was to define a strategic framework that would allow ordering Las Tartas de Julita’s growth and give the brand its own personality. It wasn’t just about making it prettier or more visible, it was about building a coherent, recognizable and differential universe.

From there began a deep transformation. The rebranding was much more than a visual change, it meant creating a narrative capable of accompanying the brand’s expansion and connecting with new audiences without losing the essence that had made the company special from the beginning. Because the best brands aren’t the ones that constantly change, but the ones that evolve while keeping intact what makes them unique.

That strategy was then carried over to all consumer touchpoints. From outdoor campaigns on billboards, buses and urban media to special activations capable of generating buzz and conversation, such as parading in Alicante’s Three Kings parade. The brand started occupying spaces where it hadn’t been before, conquering new territories and multiplying and amplifying its visibility.

But perhaps one of the great lessons of this project is that recognition isn’t built with advertising alone. Every store opening was designed as an experience. Every launch had to become an event capable of generating anticipation, attracting crowds and reinforcing the emotional bond with the brand. Even the moments waiting in the street for the store to open became part of the experience. Because when a brand cares about every detail, people perceive it.

At the same time, constant presence in the media, participation in high-profile events and continuous generation of audiovisual content helped consolidate the brand’s positioning. Each action served a specific function, but all responded to the same strategy. Every move added recognition, relevance and brand building.

This project perfectly reflects the way we work at Teriyaki and Grupoidex. Here we don’t believe in creativity as an aesthetic exercise, we believe in creativity as a business tool. Our work consists of transforming business objectives into ideas capable of connecting with people through current, relevant and culturally meaningful codes. A philosophy we share with Grupoidex’s ecosystem of companies, where strategy, creativity, experiences and content work in an integrated way to build real relevance, but with the ability to do so from a global model.

Today Las Tartas de Julita is much more than a chain of fresh cheesecakes made daily in each store’s workshop, it’s a brand with its own personality, recognizable, viral, approachable and capable of generating community wherever it lands. A brand that has managed to turn an excellent product into a communication phenomenon; and the most interesting thing of all is that this has only just begun, because great projects don’t just grow, great projects transform, and when strategy and creativity move forward together, the possibilities are practically endless.