White Truffle Dinner Reservation Series - To amplify our White Truffle Menu, Shake Shack created a reservation series across ten shacks where guests could enjoy the new menu items with a fine dining spin on it; inclusive of elevated dinnerware, white tablecloths, live music and more. A play to drive buzz on both press and social, I led this campaign from ideation to execution, which resulted in more than 150 press stories, as well as 550K social impressions at launch alone.

Veg Out Picnic Series - To celebrate our Veggie Shack, Shake Shack launched a picnic experience where guest could enjoy our newest sandwich accompanied by our Non-Dairy custard, premium picnic basket, Dock & Bay Blanket, S’well container, speaker, sunscreen and more.  I developed the campaign idea, project managed the execution of the series and led press and influencer strategy - which resulted in more than 90 press placements including The New York Times and Good Morning America.

Not Co Ice Cream Truck - To celebrate the start of summer, Shake Shack showed up in Los Angeles with a custom Non-Dairy Truck to drive awareness for our newest menu items: Non-Dairy Chocolate Custard and Shake. Programming included celebrity drops,  an influencer event, public facing samplings, as well as a news segment on Good Day LA. I project managed this series, working closely with our local agency on design, build, and press and influencer strategy.

Tony Awards - Shake Shack worked with the Tony Awards to bring the Food Truck to this year’s award show, where guests and winners could enjoy our classics as they were exiting the event. I fostered the relationship with the Tony Awards team and led the press strategy which resulted in coverage in The New York Times, Variety, Playbill and more.

Truffle Hunt - Shake Shack engaged in a large-scale “white truffle hunt” across 500 OOH digital billboards where fans could scan the QR code in the creative with their phone and then dig for prizes. I led the influencer and comms strategy.

Cant Fly? Have a Fry - Shake Shack launched a holiday campaign focused on giving guests a moment of relief from stressful holiday travel. Shake Shack worked with airport locations to offer free fries to those guests whose flights were delayed or canceled. I ran this campaign, developing the overall strategy and leading PR efforts, which resulted in more than 145 stories nationwide.