For kids, summer camp provides a sense of adventure, arts and crafts, outdoor sports and s’mores by the fire. But because of the pandemic, many camps across the country have gone virtual.
Brands want in on the fun, too. For the first time, brands are hosting virtual summer camps or delivering a camp experience to kids. Mostly, they see an opportunity to give parents a much-needed break. Many experiences request parents' emails to sign-up. For brands like The North Face and Girl Scouts, the idea aligns perfectly with their brands. Others, including Shake Shack and Walmart, just want a spot at the campfire.
You might not think Shake Shack when you think summer camp, but that’s not stopping the fast feeder from launching its own “camp.” Rather than online classes or virtual events as other brands are unveiling, Shake Shack on Wednesday began promoting its “Shack Camp,” a curated box of activities, discounts and Shake Shake merchandise available online for $79. The box includes items to make a lemonade stand, water balloons, bandanas, $75 worth of burger offers and a Shake Shack apron. “This summer looked different, so we asked ourselves how could we serve our guests outside of our four walls,” reads Shake Shack’s web page for the box.
The chain worked with agency Circus Maximus to launch the box and is promoting it on social media. Proceeds are going toward The Fresh Air Fund, a nonprofit that provides outdoor activities for children from underserved communities. Shake Shack, Uber Eats, Goldbelly and Oreo are collectively pledging $75,000 to support the nonprofit.