Shake Shack normally promotes its brand with limited-time offers or other food-and-beverage marketing efforts, but the fast-casual chain launched its first branding campaign in Seattle on Monday.
With the tagline “For What It’s Worth,” the promotion highlights real-life comments from fans and will be tested in Seattle through Dec. 11, possibly expanding to other markets next year, the restaurant chain said.
New York City-based Shake Shack hired Austin, Texas-based ad agency Preacher to develop the campaign, and Preacher hired New York-based Nicolas Heller to direct the 6-second, 15-second and 30-second ads.
Shake Shack also will be posting billboards and other out-of-home ads throughout Seattle, it said.
“We wanted to leverage our own guests’ comments to put into words the often ‘indescribable’ experience of Shake Shack — a perfect blending of delicious food, great ingredients and feel-good vibe that creates a little magic,” Michael McGarry, Vice president of brand at Shake …