The folks at Shake Shack are known for ‘thinking outside the bun’ on menu innovations. No surprise, then, that they’ve come up with a novel, perhaps ultimately utilitarian promo. Shake Shack and Tide are giving you free dry cleaning…
Oh, crap! Ketchup/mustard/BBQ Sauce dripped on your fave top! Hold the gloom and doom – and don’t give up on that wardrobe staple. Shake Shack and Tide are partnering to offer fans free dry cleaning if they spill sauce on themselves while enjoying the chain’s Saucy BBQ Burgers…
Truly innovative
The collab is truly innovative – in the realm of fast food promo stunts. And on top of that, it’s quirky good, theme-wise. Not to mention offering fans something they can really use.
And let’s not forget the message between the lines: You need not fear sauce stains if you want to indulge in Shake Shack’s summer burger sensation!
“We’re daring you to try our summer BBQ menu and not stress about the stains,” The official news release challenges. “Whether it’s our new Smoky Classic BBQ Burger or the Carolina BBQ Burger with Fried Pickles, let yourself enjoy every mouthful.”
It’s simple
Shack denizens need only upload a photo of a Saucy BBQ Burger spill on a piece of clothing to qual-ify for a coupon worth $10 towards its restoration. They’re calling it ‘Sauce Insurance’.
‘Snap a pic of your BBQ burger from Shake Shack (or your BBQ stain!) and upload it to https://shakeshack.com/sauce-insurance#/. If you’re one of the first 2,500 guests, you’ll score a compli-mentary dry cleaning voucher to use at any Tide Cleaners location nationwide.
Not only that…
But the Shack will be making a $25,000 donation to Tide’s Loads Of Hope campaign. The program was founded back in 2005, to aid those affected by Hurricane Katrina.
“Natural disasters like floods, fires and hurricanes can devastate communities and impact their ac-cess to basic resources like electricity and clean water,” the campaign website shares. “Tide Loads of Hope brings laundry trucks to areas right after a natural disaster to provide free laundry service and clean clothes when they are needed the most.”
My take
Wow! Two truly innovative, pitch-perfect, theme-solid Fast Food promos announced in one week!
First, it was the Grubhub Special Delivery campaign, offering new moms a big discount on their first post-partum feasts. Now. Shake Shack and Tide Cleaners are poised to clean up with their summer Sauce Insurance partnership.
I hope this heralds a renaissance in top-grade, noteworthy advertising and promo efforts. That might be just what the stultified Fast Food industry needs to break out of its current stodge…
~ Maggie J.