• by Teresa Buyikian , September 30, 2024

When Shake Shake’s latest campaign say it is “worth it,” it’s not actually talking about the shakes.

The ad, from agency Preacher, “shows guests that it’s worth the hype and the trip, thanks to the brand’s meticulous attention to culinary craft,” according to a release.

The first :15 spot, seen here, depicts a close-up of a woman about to bite into the Chicken Shack. The ad then rewinds to show and describe the process involved in making the sandwich from scratch, breading and frying the chicken to order, with fresh toppings and sauce made on site.

“A lot of what we do is hard, from the time and effort put into sourcing top-notch ingredients to elevating the guest experience," said Jay Livingston, CMO, Shake Shack, in the release. "This campaign is all about showing our fans that... the first bite of a ShackBurger [is] totally worth it — because we go all in to make sure it is."

The campaign was inspired by the agency’s findings that 51% of guests and potential diners say ingredients are the top consideration when choosing a fast-casual restaurant, per the release.

The ad begins airing today in the New York market, and will be rolling out to key markets in 2025.

Additional :30 and :06 spots will also run such as Amazon Prime, and social channels including Facebook, Instagram, YouTube and Reddit. OOH creative will appear on billboards, taxis, bus shelters, subway stations, EV charging locations and parking garages. Media was handled by Known.

Also beginning Wednesday Oct. 2, Shake Shack will launch “Worth It Wednesday,”  which will have giveaways and special offers each week. The program, which launches in New York and Miami, runs through Dec. 18.