At Opinionated (now called Tombras West), I was the lead creative on the Shake Shack pitch.
We were awarded the business in the room. The brand platform we sold was called Today’s Special.
New business win 🚀 New business win 🚀 New business win 🚀 New business win 🚀 New business win 🚀 New business win 🚀 New business win 🚀 New business win 🚀 New business win 🚀 New business win 🚀 New business win 🚀 New business win 🚀 New business win 🚀 New business win 🚀 New business win 🚀 New business win 🚀 New business win 🚀 New business win 🚀 New business win 🚀 New business win 🚀 New business win 🚀
New business win 🚀 New business win 🚀 New business win 🚀 New business win 🚀 New business win 🚀 New business win 🚀 New business win 🚀 New business win 🚀 New business win 🚀 New business win 🚀 New business win 🚀 New business win 🚀 New business win 🚀 New business win 🚀 New business win 🚀 New business win 🚀 New business win 🚀 New business win 🚀 New business win 🚀 New business win 🚀 New business win 🚀
For our launch, we leaned into food journalism rather than QSR tropes.
And we unlocked the metaphorical vault and revealed Shake Shack’s actual recipes.
It was a flex. Not a Pinterest post.
Other QSR restaurants can’t, don’t or won’t share their secrets.
But Shake Shack isn’t afraid to show you how it’s made because no one cooks like they do.
The media buy was :15 paid social. Womp womp.
But we wanted people to spend more than :15 in our ads.
We wanted them to pause, scrub back and forth and take screenshots.
So we designed a type-driven scroll for maximum engagement.
Our paid carousels shared the recipe in a highly engaging way.
We also created an activation called SCHOOL OF SHACK and announced it with full-page ads in the New York Times, Chicago Tribune and major regional newspapers. 1,300 people signed up.
📈 30% spike in app traffic 📈 10% increase in store traffic 📈 10% jump in orders of new menu items
📈 30% spike in app traffic 📈 10% increase in store traffic 📈 10% jump in orders of new menu items
As a copywriter, it’s incredibly satisfying to define a brand’s voice.
It took months of conversations with their brand team, but we finally got there.
Does this mean I get free Shake Shack for life?
Sigh. Sniffle.
No. No it does not.
PRESS
DesignRush, “Shake Shack Skips the Big Game to Teach Fast Food Workers How to Cook”
LBB Online, “Shake Shack Turns up the Heat with ‘We Really Cook'“
Yahoo Finance, “Shake Shack offers to teach other operators how to cook in new campaign”
TODAY’S SPECIAL
Shake Shack · Opinionated
Creative Director, Copy
Shannon Murphy
Creative Director, Art
Rachel Frederick
Designer, Film
Carly Gussert, Transformer
Designer, Print
Harrison Kratzer
Design Director
Lau Peltzer
Producer
Jason Way
Head of Production
Cole Davenport
Strategist
Carly Dornbrook
Account Supervisor
Emma Swanson
Account Director
Nick Larkin
Executive Creative Directors
Mark Fitzloff & Rob Palmer
President, Opinionated
Trish Adams
Director
Phoebe Arnstein
Editor
Nick Deliberto, Cartel
Colorist
Matt Osborne, Company 3
Music & Mix
Joaquin Pastor