Shake Shack has just unveiled a new campaign that proves why its beloved burgers, including the ShackBurger and Chicken Shack, are "Worth It."
Led by full-service creative agency Preacher, the NYC-born brand's newest integrated campaign is inspired by its fine-dining roots, highlighting Shake Shack's dedication to sourcing quality ingredients and attention to culinary excellence.
A pair of spots directed by film and photography duo Peden+Munk features close-up action of the brand's famous burgers in mouthwatering detail.
In a statement, Shake Shack CMO Jay Livingston highlights the time and effort that goes into sourcing top-notch ingredients, ensuring that guests have the best experience possible.
"This campaign is all about showing our fans that the hype, the trip to your nearest Shack, and the first bite of a ShackBurger are totally worth it — because we go all in to make sure it is."
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Additionally, the campaign will also see the launch of Worth it Wednesday, a promotion that will take place every Wednesday from October 2 to December 18.
Initially launching in New York, the brand will offer guests a promotional or free menu item.
Independent media agency Known will utilize Skeptic, its own proprietary technology, to plan, buy, and optimize the campaign, which will run across OOH, TV, CTV, and social channels including Facebook, Instagram, YouTube, and Reddit.
In a statement to DesignRush, Known Chief Media Officer Kasha Cacy shared insights on how the technology was used.
"We identified prime opportunities in platforms that allow for in-depth, long-form storytelling, and elevated the product story in innovative out-of-home placements like EV charging stations that reflect the Shake Shack brand ethos," she said.
"We are thrilled to support the launch of Shake Shack's groundbreaking new campaign and help shine an important light on the brand's remarkable culinary process," she concluded.
Known all over the world, Shake Shack's famous burgers are a testament to its excellent burger branding.
With an iconic logo and appetizing marketing materials, the brand has stood the test of time by differentiating itself from a massive market.
Premium Ingredients Are 'Worth It'
The first ad is dedicated to the brand's most famous offering, beginning with a simple question: "What makes the ShackBurger so worth it?"
An in-depth look into each step of the burger-making process answers the question:
- The lean-to-fat ratio in the brisket and chuck
- The brand's signature patty-smashing tool
- The symphony of special ingredients that make every bite the best one
The 30-seconder ends with a simple shot of the finished ShackBurger, declaring it to be "worth it."
The second spot follows the same format, this time featuring the Chicken Shack.
It takes viewers on a delicious joyride that activates the senses by highlighting its high-quality ingredients:
- Fresh-made batter
- White chicken breast
- Herb buttermilk mayo
- Crisp and fresh vegetables
Ending with a shot of the final product, the ad also declares the Chicken Shack to be "worth it."
Earlier in April, Shake Shack made headlines for hiring viral TikToker Mirithesiren after the former Chick-Fil-A employee was banned from posting self-made content by corporate management.
Editing by Katherine 'Makkie' Maclang
