Shake Shack
Grand Opening
Shake Shack (New York) expanded into Cleveland in June 2018 with its first Ohio location. The company’s priority goals were to establish brand awareness, drive store traffic and generate sales throughout and beyond opening week through a series of events, including a housewarming party, a soft opening and an official grand opening. Shake Shack enlisted Sweeney to help plan and execute publicity and media relations, influencer relations, out-of-home advertising, direct mail and VIP/grand opening event management.
Publicity & Media Relations / Influencer Relations
The agency created and implemented a comprehensive publicity and media relations strategy to build local buzz around the grand opening. We developed and distributed media pitches, news releases and media advisories; coordinated interviews with Shake Shack spokespersons; managed the media during onsite events, pitched and coordinated live interviews with local TV stations and coordinated food drops with leading radio stations.
Sweeney developed a comprehensive database of bloggers and social media influencers, and invited them to get the first taste of Shake Shack. Key Cleveland influencers attended the VIP event and gushed about the Shack on their social channels, including Foods of Jane, Crave the Land, Eat Drink Cleveland, Cozy in Cle, Cle Food and Kush Food.
Event Planning / Out-Of-Home Advertising
We hosted three large events – the Housewarming Party, the Friends and Family Day and the official ribbon cutting. We developed a list of hundreds of Cleveland influencers, distributed invitations and managed RSPVs for the VIP event, coordinated with the local mayor and council members, managed entertainment and photography, and provided onsite support.
Sweeney strategized, negotiated and purchased out-of-home advertising and implemented a direct mail campaign to complement the earned media and influencer coverage.
