Dive Brief:

• Shake Shack launched a new campaign, entitled “Worth It,” that asserts the fast-casual chain’s premium ingredients as its value proposition, according to details shared with Marketing Dive.
• Commercials for the campaign will run in 30-, 15- and 6-second versions and feature close-ups and slow-motion action shots as a voice-over describes the details of Shake Shack burgers. The effort will span out-of-home, connected TV and social media.
• “Worth It” is kicking off in New York City, the brand’s hometown, and will launch in additional markets in 2025. The effort also includes a “Worth It Wednesday” program to dole out a promotional menu item or free menu item each Wednesday from Oct. 2 through Dec. 18.

Dive Insight:

Shake Shack is asserting that its premium ingredients are worth the hype and trip to its locations with its latest campaign. The effort is informed by research indicating that 51% of guests and potential diners believe ingredients are the top consideration when choosing a fast-casual restaurant, per release details.

The focus of “Worth It” comes as other restaurant brands assert their value in other ways. For instance, Chili’s recently slammed rising fast food prices with an online video game inspired by the ‘80s arcade title BurgerTime. In a tightened economic landscape, a focus by Shake Shack on the quality of its ingredients could help it assert its worth to price-wary consumers.

“Worth It” was created alongside ad agency Preacher and kicks off in New York City. The campaign includes a series of 30-, 15- and 6-second commercials that leverage high-resolution close-ups and slow-motion footage showing off its food as a voiceover describes why the restaurant’s offerings, including the ShackBurger and Chicken Shack, are worth the hype. The commercials were directed by film and photography duo Peden+Munk.

The campaign also will include OOH placements spanning billboards, taxis, bus shelters, subway stations, EV charging locations and parking garages. It will run on CTV platforms that include Amazon Prime and social channels including Facebook, Instagram, YouTube and Reddit. Shake Shack’s media agency, Known, utilized its proprietary Skeptic technology to plan, buy and optimize the campaign across various channels.

Along with its campaign, Shake Shack is also launching a Worth It Wednesday program meant to “build anticipation for every Wednesday.” The program will offer guests a promotional menu item or free menu item giveaway from Oct. 2 through Dec. 18 and will launch in New York.

Beyond its latest move, Shake Shack has often asserted a more premium status within its marketing. For instance, the restaurant last year served up a fine dining experience at select restaurants across the country as part of its White Truffle Menu. Tied to the same limited-time menu, the brand also launched a QR code-powered truffle hunt in New York that leveraged billboards.

Shake Shack saw total revenue in Q2 up 16.4% year-over-year for a total of $316.5 million in addition to reporting a same-store sales increase of 4%, according to its latest earnings release.