Shake Shack has named Preacher as its lead creative agency.
After winning the formal review in August, the Austin, Texas-based agency was charged with refreshing Shake Shack’s design approach and creating a brand platform and campaign for the fast-casual burger chain. There was no prior agency of record. Media responsibilities for data-driven planning, buying and optimization will be managed by Known, which won the work after a separate pitch earlier in the summer.
Shake Shack is launching a test market run of its campaign “For What It’s Worth.” This is the chain's first brand campaign; media efforts previously focused on limited-time offerings and promotions, the company said.