Shake Shack is doubling down on its premium positioning with a new marketing campaign, “Worth It,” leveraging slow-motion visuals and voice-overs to emphasize the quality of its ingredients. The move comes as competitors like Chili’s pivot toward affordability messaging in a challenging economic climate.
Campaign Details
Creative Approach: The campaign features 30-, 15-, and 6-second commercials with high-resolution close-ups and slow-motion shots of burgers like the ShackBurger and Chicken Shack, paired with narration justifying their premium price. Directed by Peden+Munk, the ads aim to evoke indulgence.
Media Strategy: Ads will run across out-of-home (OOH) placements—including billboards, taxis, and subway stations—as well as connected TV (Amazon Prime) and social media (Instagram, YouTube, Reddit). Media agency Known used its Skeptic tech to optimize channel targeting.
Promotional Hook: A “Worth It Wednesday” program will offer free or discounted menu items weekly from October 2 to December 18, starting in New York before expanding nationally.
Industry Context
Shake Shack’s focus on ingredient quality aligns with research cited in its press release: 51% of consumers prioritize ingredients when choosing fast-casual dining. Meanwhile, rivals like Chili’s have leaned into affordability stunts, such as a retro video game mocking fast-food price hikes.
Financial Backdrop
The campaign follows Shake Shack’s Q2 earnings report, which showed a 16.4% YoY revenue increase ($316.5 million) and 4% same-store sales growth. Past premium pushes, like 2024’s white-truffle menu and QR-code scavenger hunts, suggest a consistent strategy to justify higher prices.
Key Quote:
“In a tight economy, Shake Shack isn’t apologizing for its prices—it’s selling the sizzle,” said a branding analyst familiar with the campaign.
The “Worth It” rollout begins in New York this week, with broader U.S. expansion planned through 2025.
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