- Shake Shack launched a brand new campaign, entitled “Worth It,” that asserts the fast-casual chain’s premium ingredients as its value proposition, in response to details shared with Marketing Dive.
- Commercials for the campaign will run in 30-, 15- and 6-second versions and have close-ups and slow-motion motion shots as a voice-over describes the main points of Shake Shack burgers. The effort will span out-of-home, connected TV and social media.
- “Worth It” is kicking off in New York City, the brand’s hometown, and can launch in additional markets in 2025. The effort also features a “Worth It Wednesday” program to dole out a promotional menu item or free menu item each Wednesday from Oct. 2 through Dec. 18.
Shake Shack is asserting that its premium ingredients are well worth the hype and trip to its locations with its latest campaign. The effort is informed by research indicating that 51% of guests and potential diners consider ingredients are the highest consideration when selecting a fast-casual restaurant, per release details.
The focus of “Worth It” comes as others in the fast-casual sector assert their value in other ways. For instance, Chili’s recently slammed rising fast food prices with an internet video game inspired by the ‘80s arcade title BurgerTime. In a tightened economic landscape, a spotlight by Shake Shack on the standard of its ingredients could help it assert its value to price-wary consumers.
“Worth It” was created alongside ad agency Preacher and kicks off in New York City. The campaign features a series of 30-, 15- and 6-second commercials that leverage high-resolution close-ups and slow-motion footage showing off its food as a voiceover describes why the restaurant’s offerings, including the ShackBurger and Chicken Shack, are well worth the hype. The commercials were directed by film and photography duo Peden+Munk.
The campaign also will include OOH placements spanning billboards, taxis, bus shelters, subway stations, EV charging locations and parking garages. It will run on CTV platforms that include Amazon Prime and social channels including Facebook, Instagram, YouTube and Reddit. Shake Shack’s media agency, Known, utilized its proprietary Skeptic technology to plan, buy and optimize the campaign across various channels.
Along with its campaign, Shake Shack can be launching a Worth It Wednesday program meant to “construct anticipation for each Wednesday.” The program will offer guests a promotional menu item or free menu item giveaway from Oct. 2 through Dec. 18 and can launch in New York.
Beyond its latest move, Shake Shack has often asserted a more premium status inside its marketing. For instance, the restaurant last yr served up a positive dining experience at select restaurants across the country as a part of its White Truffle Menu. Tied to the identical limited-time menu, the brand also launched a QR code-powered truffle hunt in New York that leveraged billboards.
Shake Shack saw total revenue in Q2 up 16.4% year-over-year for a complete of $316.5 million in addition to reporting a same-store sales increase of 4%, in response to its latest earnings release.
Read the total article here
