Shake Shack: Sauce-Proof Yourself

The Situation: Shake Shack was launching its Summer BBQ Menu — a lineup of burgers, fries, and chicken sandwiches, all smothered in BBQ sauce. Since Shake Shack wasn’t as well known for its sauces as some of its competitors, they challenged us to come up with an idea that would prove this was going to be the sauciest menu of the summer.

The Insight: When something is too saucy, people tend to avoid eating it while they’re out and about for fear of ruining their clothes. You can’t return to work from lunch with your shirt covered in sauce.

The Strategy / Brief: Give consumers a way to indulge in the sauciest Summer BBQ Menu available — without hesitation.

The Idea: Sauce-Proof Wear - a line of disposable (yet fashionable) shirts made from Shake Shack’s iconic tray liner paper.

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Agency: Another Thing Coming

Role: Head of Strategy

Year: 2025