“Roadside burger stand” Shake Shack teamed up with creative agency Circus Maximus on Shake Shack at Your Shack, a social media initiative created in response to the changing business model caused by the coronavirus pandemic.
Shake Shack at Your Shack is made up of weekly episodes where Shake Shack culinary director Mark Rosati and executive chef John Karangis host cook-along videos incorporating Shake Shack core ingredients.
Shake Shack at Your Shack is aimed at helping fans of the chain adapt to new cooking habits and find community during social isolation, and it will roll out over the next several weeks across all of Shake Shack’s owned media channels.
The company shirted to a to-go-only model in April due to Covid-19 and added new offerings to its menu such as the ShackBurger kit, a do-it-yourself meal package of fresh Shake Shack ingredients, in partnership with Goldbelly.
Shake Shack chief marketing officer Jay Livingston said, “We had initially engaged with Circus Maximus for a completely different product launch campaign, but things changed nearly overnight. 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 that the business requires some agility in its immediate marketing approach. We’re excited to partner in this crucial time to help their business through this change.”