Created by Frontroom, the campaign, which breaks tonight, comprises a series of six humorous TV spots themed around the notion that not all free offers have real value.
The first ad for the Bwin-owned game shows a man and woman dining at a restaurant. The boyfriend, however, is dressed as his partner's mother to claim a free Mother's Day meal, much to the annoyance of his girlfriend, who would rather be playing bingo.
Over the year, Cheeky Bingo will also roll out social media and direct marketing activity as part of the campaign.
It is also changing the idents used for its sponsorship of ITV's 'Dickinson's Real Deal' to support the new positioning.