Burger chain Shake Shack has named Preacher its first lead creative agency, and the first-ever brand campaign from the agency is launching in a test market run in Seattle.
Austin-based Preacher won the business following a formal review that culminated in August and was immediately put to work creating a brand platform and campaign for Shake Shack, as well as a refreshed design approach.
“For What It’s Worth,” created in partnership with the agency, will launch initially in Seattle before a potential broader expansion in 2023. The campaign pulls real fan quotes touting their love for the brand’s food and dining experience and puts them into the mouths of actors. The spots will run on local and connected TV, plus social and digital channels.
Preacher partnered with director Nicolas Heller to bring the films to life.
Complementary OOH placements feature the phrase “For what it’s worth,” followed by statements like “Chefs dig it” and “It’s polite to share. Extremely difficult, but polite.”
“We wanted to leverage our own guests’ comments to put into words the often ‘indescribable’ experience of Shake Shack—a perfect blending of delicious food, great ingredients and feel-good vibe that creates a little magic,” said Michael McGarry, vp of brand at Shake Shack in a statement.
The decision to bring on an agency and launch a new brand campaign marks a significant shift for Shake Shack, whose prior paid media efforts focused mainly on limited time offerings and promotions.
The brand previously worked with agencies including Majority and Circus Maximus on a project basis, but Preacher is the first lead agency the chain has named.
“People have a fierce love for Shake Shack and they’re not shy about it online…so let’s tap directly into it, let them speak for themselves and have loads of fun dramatizing their words,” said Marcus Brown, creative director at Preacher in a statement.
Media duties, including data-driven planning, buying and optimization, are being handled by Known and were awarded under a separate pitch earlier in the summer.