EVENTS + ACTIVATIONS

Coachella Pop-Up: Shake Shack popped up in the desert at Coachella to serve its classic menu items to festival goers. With a custom buildout that mimicked the original location in NYC’s Madison Square Park, the pop up drew thousands of people over the course of both weekends including top tier celebrities and influencers. Focus areas: narrative development, press strategy, influencer, event production + management, content.

‘Now Serving’ Chef Collab Series: Shake Shack introduced a series of one-day-only collaborations in various cities across the country. Each collab involved an esteemed chef putting their own flair on Shake Shack’s menu and serving it to people in their community. A portion of proceeds for each event benefitted a local non profit of the chef’s choosing. Focus areas: campaign development + execution, narrative development, press strategy, influencer, content.

Black Truffle Menu Launch Dinners: To celebrate the launch of Shake Shack’s Black Truffle menu, we hosted dinners with top tier influencers in both NYC + LA. The dinners were complete with 5 courses, custom cocktails, elaborate tablescapes, live music and more. Focus areas: influencer, event production + management, content.

Innovation Kitchen Opening: Located on the lower level of the West Village flagship location, Shake Shack opened a state-of-the-art Innovation Kitchen to serve as the hub of all menu development. To celebrate the opening, we hosted a 300+ person opening party with media, influencers and friends of the brand including highly influential personalities within the food world. Focus areas: narrative development, press strategy, influencer, event production + management, content.