SHAKE SHACK :: TODAY’S SPECIAL
Did you know that Shake Shack started in the kitchen of Eleven Madison, a Michelin-starred restaurant, hauling food from that kitchen to Madison Square Park? Going above and beyond in hospitality is in Shake Shack’s DNA.
With this campaign, we were asked to: 1. Share Shake Shack’s new brand platform, Today’s Special, and communicate how the brand is driven by hospitality and actual cooking. 2. Get mouths watering for the Korean-style LTO menu. 3. Do it all in 15 seconds or less and social forward. Heard.
So we decided to do 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. And that’s worth owning. This work is a flex, not a Pinterest post.
:15 SOCIAL FILMS
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.
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