Shake Shack, the modern day “roadside” burger stand, has tapped creative agency Circus Maximus to help develop a social media content initiative in response to changing market conditions and a desire to bring value to a community of consumers tuned into the digital space during this time.
With stay-at-home orders affecting most of the world, Shake Shack announced last month a temporary shift to a “to-go” only model, driving guests to pickup and delivery. It also introduced new online offerings like the ShackBurger kit, a DIY meal package filled with fresh Shake Shack ingredients, in partnership with Goldbelly.
The accompanying social media series, called Shake Shack at Your Shack, features weekly episodes where Shake Shack Culinary Director Mark Rosati and Executive Chef John Karangis host cook-along videos incorporating Shake Shack core ingredients. The first episode is live on Shake Shack's Instagram, Facebook, and Twitter pages.
Partnering with Circus Maximus to help guide social content strategy is part of Shake Shack’s larger plan to effectively respond to changing consumer needs. “We had initially engaged with Circus Maximus for a completely different product launch campaign, but things changed nearly overnight,” explained Jay Livingston, CMO of Shake Shack. “We’re grateful for the agency’s ability to pivot quickly and help us deliver content that supports our changing business needs."
Circus Maximus Founder and Chief Creative Officer Ryan Kutscher added: “We believe in building enduring brands, and that means optimizing for right now, and for the long haul. Shake Shack is a fantastic and beloved brand that will weather this storm, and emerging stronger on the other side means the business requires some agility in their immediate marketing approach. We’re excited to partner in this crucial time to help their business through this change.”
The series aims to help consumers adapt to new cooking habits and find community as they spend more time at home by including creative off-the-menu recipes and Mark and John’s personal culinary insight. The work will be rolling out over the next several weeks across all of Shake Shack’s owned media channels beginning in May.