Every Bite of Shake Shack Is the Best Bite

Open wide. Wider...

Shake Shack just launched a series of videos and OOH ads where it all began—in NYC—with more markets planned for 2025.

Don’t watch these ads hungry.

Dubbed “Worth It,” the work from Preacher, directed by Peden+Munk, shows extreme close-ups of people savoring ShackBurgers and Chicken Shack sandwiches.

We get some sandwich making-of footage, too. And for a fast-casual restaurant, it’s quite the process. Listen to that potato bun sizzle and that chicken fry. Is it lunchtime yet?

“Everything we shot in the kitchen was up close and personal to highlight the ingredients, craft and care that go into everything Shake Shack does, so it felt right to keep that visual story going once we showed the end product being devoured by our customer,” says Zach Watkins, group creative director at Preacher. “It’s intimate and almost visceral, because that’s how people really eat ShackBurgers and Chicken Shacks.”

OOH in NYC explains why Shake Shack is “worth adding a block or two or seven to your commute.” It’s the “brisket & chuck. Smashed, seasoned, seared and cheesed.”

“We’re all about keeping things interesting and fun for our guests, so along with showing why Shake Shack is ‘Worth It,’ we’re kicking off Worth It Wednesdays,” Mike McGarry, VP of brand marketing at Shake Shack, tells Muse. “From now through December 18, we’ll have giveaways and special offers every Wednesday to bring guests into Shacks, available through email and our Shack App, starting in the New York and Miami areas.”

CREDITS

Client: Shake Shack
VP, Brand Marketing: Michael McGarry
Manager, Creative Marketing: Colette Charak
Senior Manager, Creative Operations & Production: Marybeth Allan

Agency: Preacher
Chief Creative Officer: Rob Baird
Chief Executive Officer: Krystle Loyland
Chief Strategy Officer: Seth Gaffney
Creative Director: Zach Watkins
Creative Director: Jeff Anderson
Brand Director: Monte Hawkins
Senior Copywriter: Justin Grady
Senior Art Director: Ashley Crouch
Designer: Montana Sparkman
Strategy Director: Marika Wiggan
Executive Producer: Stacey Higgins
Producer: Victoria Boldt
Business Affairs: Carianne Humpal

Production Company: Laird & Good Company
Executive Producer: Kirsty Meares
Director: PEDEN+MUNK
Line Producer: Casey Unterman
DP: Taylor Peden

Edit House: Nomad
Executive Producer: Meredith Roach
Producer: Marlee Cutbirth
Editor: Conor O’Neil
Assistant Editor: Noah Leggett

Music: BLKMKT
Mix: Howdy Sound, Dusty Albertz
Finish House: Nomad
Colorist: Calvin Bellas, Royal Muster