Shake Shack Turns up the Heat with ‘We Really Cook'

​Shake Shack has launched We Really Cook, a campaign that makes a pointed statement to the fast food industry: real cooking still matters, and it happens in Shacks every day.

Rather than investing in a Big Game spot, Shake Shack chose to meet people where they already are - showing up in their feeds with real cooking, real recipes and practical tips straight from its kitchens. We Really Cook is a creative platform that spotlights the skills of Shake Shack’s cooks and extends an open invitation to fast food employees - including competitors - to learn first hand through School of Shack, a new cooking class series led by executive chef John Karangis.

The campaign comes to life across earned, owned and experiential touchpoints, including:

• New York Times print ad: An open letter from CEO Rob Lynch
• LinkedIn video: A direct invitation from Rob, filmed inside a Shake Shack kitchen
• Digital spots: Created with Öpinionated, featuring real recipes from Shake Shack’s Korean-style menu, running across Netflix Pause Ads, iHeartRadio, Snapchat Promoted Places and more
• School of Shack: Live sessions beginning March 12 in Atlanta, with the first class streaming free on YouTube March 17

​Shannon Murphy, creative director, Öpinionated said, “It’s kind of crazy that actual cooking feels radical in fast food, but that’s the truth. Shake Shack is proud to say ‘we really cook’ and ‘we treat every limited-time item like a real restaurant special.’ This isn’t a marketing idea - it’s just how Shake Shack operates. They care deeply about what they serve, and we wanted to create a campaign that felt as proud and joyful as the food coming out of their kitchens!”

Michael Fanuele, chief brand officer, Shake Shack commented, “This campaign celebrates the simple thing that sets Shake Shack apart: We really cook. Every day, in every Shack, our team is chopping, prepping, grilling, and seasoning with skill. We want to invite our friends in the fast-food world to remove their fingers from the microwave buttons and join us for a masterclass in making real burgers. We’re sharing our skills and we’re sharing our recipes - because that’s where winning at eating begins.”