Shake Shack Goes Deep Into Troll Land


Shake Shack recently announced a partnership with DreamWorks Animation’s newest animated Trolls musical, “Trolls Band Together.” The chain has already launched a trio of limited-time-only Troll-themed shakes in store ahead of the film’s release in theaters on Nov. 17.

The shakes are inspired by the leading characters in the film, voiced by Camila Cabello, Justin Timberlake and Anna Kendrick: Poppy’s Sugar Cookie Shake, Branch’s Chocolate Peppermint Shake and Viva’s Cinnamon Roll Shake.

Customers in the Los Angeles area can also visit a Trolls-themed experience at the West Hollywood Shack.

“We had a blast dreaming up the trio of shakes that so perfectly capture the flavor of Trolls’ … characters,” said Nick Wuest, senior manager, culinary innovation for Shake Shack in a release. “

This collab marks the second major entertainment relationship for the burger chain. The Trolls partnership builds on the success of Shake Shack’s collaboration with Nintendo and Illumination for “The Super Mario Bros.
 Movie” earlier this year.

Shake Shack’s Vice President of Brand Marketing Mike McGarry elaborated on the Trolls collab and what the chain has in store for customers.

QSR Insider: How are you marketing the new Trolls collab?

McGarry: [The Trolls] musical franchise is a joy to be a part of and aligns with our commitment to crafting uplifting experiences for our guests. This is a first-of-its-kind partnership for Shake Shack, and we worked closely with Universal Pictures and DreamWorks to make it happen.

Our goal was to design fun and memorable creative that we’re using everywhere, from takeout bags, cups and tray liners to in-store signage, digital and social media.

We love giving fans a sneak peek into the shake development in our Innovation Kitchen, so we’ll share “behind-the-scenes” content with our followers on social media as well. … Also, keep your eye on our digital channel -- you may see custom animation for the first time.”

QSR Insider: What else are you doing on social to promote the shakes?

McGarry: On social media, we’ve turned our Shake Shack logo from our standard green logo to Trolls purple, as well as “Trollified” our social bios for the launch. We’re also spotlighting the shakes with descriptions and fun imagery to get fans excited to go to their local Shack and try them. Lots more Trolls content will also be going live in the coming months to amplify the partnership.

Marketing Daily: Do you have any more details on the West Hollywood location experience?

McGarry: West Hollywood Shack guests will also be able to enjoy limited giveaways from Poppy and Pout and Moose toys, as well as interactive jukeboxes activated by shakes so they can be serenaded by their favorite Trolls characters while they eat. Also keep an eye on the (life-size) rooftop Trolls -- they might decide to go on an adventure.

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