• by Fern Siegel , November 18, 2022

Austin-based Preacher has been named first lead creative agency for the fast-food chain Shake Shack. The brand campaign, “For What It’s Worth,” following a formal review in August.

Preacher created a new brand platform, campaign and refreshed design for Shake Shack. Known is handling media duties, including data-driven planning, buying and optimization.

The work take the company in a new direction, which has usually focused on limited-time offers.

“For What It’s Worth,” will launch this week in Seattle; a broader expansion is possible in 2023. The campaign uses actual social-media comments. Various spots, 6, 15- and 30-second ads will run in local and connected TV, social and digital. There is also an out-of-home component.