Shake Shack’s new ads put its ingredients on the tip of everyone’s tongue—literally

Most things look appetizing when you’re hungry, but new close-up spots of Shake Shack’s burgers could make viewers borderline ravenous. Created by agency Preacher, the “Worth It” campaign includes a series of spots featuring mouth-watering close-up shots of people eating Shackburgers and Chicken Shacks, with particular attention given to the ingredients used. Directed by film and photography duo Peden+Munk, the commercials feature slow-motion action shots and a voiceover that swells in intensity as it describes every detail of Shake Shack burgers to demonstrate why Shake Shack’s items are well worth the hype. The campaign comes as 51% of Shake Shack guests and potential diners say ingredients are the top consideration when choosing a fast-casual restaurant. “At Shake Shack, a lot of what we do is hard—from the time and effort put into sourcing top-notch ingredients to elevating the guest experience,” said Jay Livingston, chief marketing officer. “This campaign is all about showing our fans that the hype, the trip to your nearest Shack, and the first bite of a ShackBurger are totally worth it—because we go all in to make sure it is.” In addition to the commercials, which will include 6-second and 15-second cuts, Shake Shack will run OOH ads on billboards, taxis, bus shelters, subway stations, EV charging locations and parking garages, beginning in its hometown of New York (photos below). The campaign will also run on CTV platforms such as Amazon Prime, and social channels including Facebook, Instagram, YouTube and Reddit. Media was led by agency Known. “Research says many guests don’t know what goes into making the Shake Shack menu, they only know that they crave it. We tapped into the cultural fascination with culinary craftsmanship to make sure Shake Shack gets the credit it’s due, starting in New York, where it all began,” said Marika Wiggan, head of strategy at Preacher. “Our goal is to put Shake Shack’s premium ingredients and culinary craft on the tips of everyone’s tongues, both figuratively and literally.” More Creativity coverage from Ad Age: Sign up for our daily Creativity newsletter to see the best stories of the day.

Shake Shack’s new ads put its ingredients on the tip of everyone’s tongue—literally

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