In a time when mass appeal has splintered and marketing to niche audiences is crucial, Circus Maximus is taking brands "mega-niche." The agency, founded in 2013, defines this status as achieving “transcendent appeal by adhering to the values, philosophy, passions and mission of its core community.” Foodies, beardies and camp-from-home kiddies are a few of those core communities that Circus Maximus successfully helped major clients such as Procter & Gamble and Shake Shack cultivate over the past year.
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Last year, many restaurants had to get creative to stay afloat as quarantines shut the doors of public dining spots. Many turned to delivery, but in signature mega-niche style, Circus Maximus took delivery to the next level for Shake Shack fans. The “Shake Shack at Your Shack” campaign put the restaurant’s recipes, including its famous cheese sauce, in the hands of customers through an ingredient delivery box and step-by-step instructions on social media. The campaign reached 12 million customers looking to get their Shack fix at home.
The Shake Shack campaign also featured the “Shack Camp” box for children unable to attend summer camp. Circus Maximus recruited former Girl Scout talent to create six weeks of Shack-inspired activities, such as materials to create a lemonade stand or how to whip up frozen custard, as a means to keep kids active and busy while parents worked from home.