BRAND CAMPAIGNS
Mass Media Test: For many years, Shake Shack relied on word-of-mouth, earned media and owned-channels to get our message out into the world. In 2022, we launched our first foray into mass advertising across broadcast, OTT and OOH. The campaign is centered on the tagline “For What it’s Worth”, which aims to shift the focus from value to worth. What makes Shake Shack worth it? Focus areas: concept development + refinement, press strategy.
Sims Shack: We partnered with mod creators to build a replica Shake Shack and full menu, available for download in The Sims. We partnered with a Twitch streamer to live stream the content and offered viewers special community codes to drive engagement. Focus areas: concept development, creative execution, social strategy.
In-App Delivery: To launch Shake Shack’s in-app delivery function, we created a host of unique assets, including five short form videos, that were distributed over paid, owned and earned channels depicting all the “reasons why” you need Shake Shack delivery in your life. Focus areas: creative direction, narrative development, asset production, press strategy.
Buffalo Chicken: When introducing Shake Shack’s new Buffalo Chicken sandwich, we created a campaign around the tagline “don’t wing it” - urging fans to avoid the pitfalls of traditional wings and trade up for a higher quality option. Campaign elements included in-restaurant collateral, multiple video assets for owned and paid channels, a “don’t wing it pledge” social campaign around Super Bowl weekend and more. Focus areas: overall concept development, narrative development, paid ad creative development, press strategy, social asset production.
Can’t Fly? Have a Fry: Holiday travel can be stressful, but Shake Shack wanted to ensure it still felt like the most wonderful time of the year. To help Shack fans with unpredictable travel plans, we gave away free fries to anyone with a delayed or canceled flight departing from JFK airport from Dec 22-24 simply by showing proof on their mobile device. The campaign was nominated for a 2022 SABRE Award. Focus areas: concept development, creative execution, asset production, press strategy.
Get Vaxxed, Get Shack: In an effort to encourage COVID vaccinations in NYC, Shake Shack offered free fries with purchase to anyone that showed proof of vaccination. The campaign went viral when Mayor Deblasio began eating Shake Shack on air during a live stream. Focus areas: concept + narrative development, press strategy.
