SHAKE SHACK :: TODAY’S SPECIAL

Did you know that Shake Shack started at Eleven Madison, a Michelin-starred restaurant, hauling food from their kitchen to Madison Square Park? Going above and beyond in hospitality is in their DNA.

With this campaign, the ask was: 1. Find a way to share Shake Shack’s new brand platform, Today’s Special, communicating how they’re driven by hospitality and real cooking. 2. Get mouths watering for the Korean-style LTO menu. 3. Do it all in 15 seconds or less, and make it social-forward. Heard.

So we did something no other fast-food company could or would do: share Shake Shack’s recipes with the world. Why? Because nobody cooks like they do.

:15 SOCIAL FILMS

Screenshot it and try to cook it at home if you want. But why go to all that trouble when Shake Shack can make it for you? This work is a flex, not a Pinterest post.

10% INCREASE OF IN-STORE SALES

(WE’RE STILL GATHERING OFFICIAL NUMBERS)

SCHOOL OF SHACK

There are, however, some people who could really use a lesson in cooking. Like fellow fast-food restaurants. So we worked with Shake Shack to issue a challenge and a free cooking course. We put that challenge out in full-page ads in The New York Times, Chicago Tribune, Miami Herald, Columbus Dispatch, and regional newspapers, along with a social invite by Shake Shack’s CEO, Rob Lynch.

13,000 SIGN UPS

FOR THE COOKING CLASS

OPINIONATED/TOMBRAS WEST, FRACTIONAL CREATIVE DIRECTOR

PRESS
• Adage: 13 Creative Campaigns To Know About Today
• Little Black Book: Shake Shack Turns Up The Heat With ’We Really Cook’
• Design Rush: Shake Shack Skips The Big Game To Teach Fast Food Workers How To Cook
• Restaurant Business: Shake Shack Wants To Teach Fast-Food Restaurants How To Cook
• Nation’s Restaurant News: Shake Shack Offers To Teach Other Operators How To Cook In New Campaign

CREDITS
Creative Director, Art: Rachel Frederick, Creative Director, Copy: Shannon Murphy, ECD/Owner: Mark Fitzloff & Rob Palmer, Fractional Producer: Jason Way, Head of Production: Cole Davenport, Design Director: Lau Peltzer, Designer: Harrison Kratzer, Jr Designer: Ellie Nicoll, Strategist: Carly Dornbrook, Account Director: Nick Larkin, Account Supervisor: Emma Swanson, President: Trish Adams

Director: Phoebe Arnstein at Magna Studios, Editor: Nick Deliberto at Cartel, Type Designer & Animator: Carly Gussert at Transformer, Flame Artist: Chris Homel at Transformer, Color: Matt Osborne at Company 3, Music & Mix: Joaquin Pastor