Shake Shack has launched its first-ever brand campaign, called “For What It’s Worth,” created in partnership with its newly named agency of record, Austin-based Preacher.
The decision to bring on an agency and launch a brand campaign marks a significant shift for Shake Shack, whose prior paid media efforts focused mainly on limited-time offerings and promotions, according to Michael McGarry, VP of brand at Shake Shack.
“We wanted to leverage our own guests’ comments to put into words the often ‘indescribable’ experience of Shake Shack — a perfect blending of delicious food, great ingredients and feel-good vibe that creates a little magic,” McGarry said in a company press release.
“For What It’s Worth,” will launch initially in Seattle, a high-opportunity market for the brand, before a potential broader expansion in 2023. The campaign focuses on fans’ love for the brand’s premium ingredients and uplifting experience, pulling real comments from social media to inform ad spots that will run across local TV, connected TV, social and digital.
In staying true to Shake Shack’s New York roots, Preacher partnered with director Nicolas Heller (AKA @newyorknico), known for his contributions to the NYC community and social media presence, to bring the films to life. The OOH ads will also run throughout Seattle, according to the release.
“People have a fierce love for Shake Shack and they’re not shy about it online,” Marcus Brown, creative director at Preacher, said in the release. “You can feel their comments and posts coming from a very genuine, insightful place. So let’s tap directly into it, let them speak for themselves and have loads of fun dramatizing their words.” “The campaign was designed to humbly say hey, WE’RE not going to toot our own horn, but FWIW, this is the crazy affection people feel for Shake Shack in real life, so maybe give us a shot.”
Shake Shack has over 400 locations.
See one of the ads below.
Shake Shack | Different Breed of Good :15 v1 from PREACHER on Vimeo.