Shake Shack Drops New Campaign Focused on What Makes Every Single Bite "Worth It"

Oct. 01, 2024

Shake Shack, a brand with roots in fine dining and a commitment to sourcing premium ingredients, doesn't mess around when it comes to crafting its iconic menu, including the ShackBurger and Chicken Shack. To prove it, the beloved fine-casual restaurant is launching a new campaign, ‘Worth It,’ to show guests that it’s worth the hype and the trip, thanks to the brand's meticulous attention to culinary craft. 

Created in partnership with ad agency Preacher, the new integrated campaign, “Worth It,” kicks off in Shake Shack’s hometown, New York City, with plans to roll out to additional key markets in 2025. The leading insight driving the campaign: 51% of guests and potential diners say ingredients are the top consideration when choosing a fast-casual restaurant.

So what makes Shake Shack undeniably worth it? The answer comes to life in a series of 30-, 15-, and 6-second commercials as well as OOH creative on billboards, taxis, bus shelters, subway stations, EV charging locations and parking garages. The campaign will also run on CTV platforms such as Amazon Prime, social channels including Facebook, Instagram, YouTube and Reddit.

Directed by film and photography duo Peden+Munk, the commercials feature high-res closeups, mouthwatering slow-motion action shots and a voiceover that swells in intensity as it describes every delicious detail of our burgers to show why Shake Shack’s made-to-order items are well worth the hype. 

Jay Livingston, Chief Marketing Officer, Shake Shack said:

“At Shake Shack, a lot of what we do is hard — from the time and effort put into sourcing top-notch ingredients to elevating the guest experience. 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."

 

Marika Wiggan, Head of Strategy, Preacher said:

“Research says many guests don’t know what goes into making the Shake Shack menu, they only know that they crave it. We tapped into the cultural fascination with culinary craftsmanship to make sure that Shake Shack gets the credit it’s due, starting in New York where it all began. Our goal is to put Shake Shack’s premium ingredients and culinary craft on the tips of everyone’s tongues, both figuratively and literally.” 

Shake Shack’s media agency, Known, leveraged its proprietary technology Skeptic™ to plan, buy, and optimize the campaign across CTV, social, OOH and more.