Shake Shack launches 'Shake Shack at Your Shack'
Shake Shack
Published on May 12, 2020
Fast Casual featured our work with Shake Shack. Here's our part of the article in case you missed it:
“Shake Shack is tapping creative agency Circus Maximus to develop a social media initiative in response to changing market conditions.
With stay-at-home orders affecting most of the world, Shake Shack announced in March a temporary shift to a to-go only model, driving guests to pickup and delivery. It also introduced online offerings like the ShackBurger kit, a DIY meal package, filled with fresh Shake Shack ingredients, in partnership with Goldbelly.
The social media series, called Shake Shack at Your Shack, features weekly episodes where Shake Shack Culinary Director Mark Rosati and Executive Chef John Karangis host cook-along videos incorporating Shake Shack core ingredients. The first episode is live on Shake Shack's Instagram, Facebook and Twitter pages, according to a press release.
Partnering with Circus Maximus to help guide social content strategy is part of Shake Shack's larger plan to effectively respond to changing consumer needs.
"We had initially engaged with Circus Maximus for a completely different product launch campaign, but things changed nearly overnight," Jay Livingston, CMO of Shake Shack, said in the release. "We're grateful for the agency's ability to pivot quickly and help us deliver content that supports our changing business needs."
Circus Maximus Founder and Chief Creative Officer Ryan Kutscher said “We believe in building enduring brands, and that means optimizing for right now, and for the long haul. Shake Shack is a fantastic and beloved brand that will weather this storm, and emerging stronger on the other side means the business requires some agility in their immediate marketing approach. We're excited to partner in this crucial time to help their business through this change.”
The series aims to help consumers adapt to new cooking habits and find community as they spend more time at home by including off-the-menu recipes and culinary insight from Rosati and Karangis, according to the release.”
