Sauce Communications (Shake Shack)
Working for Shake Shack, Sauce Communications launched a collaboration with the burger chain and two-Michelin-starred chef Sat Bains. The collaboration involved the creation and promotion of a limited edition burger, the Major Oak, which was sold for one day only at the Covent Garden Shack on 9 October 2015.
The limited edition burger was named after the famous English oak tree in the heart of Sherwood Forest and crafted collaboratively by Bains and Shake Shack culinary director Mark Rosati. An Aberdeen Angus beef patty was topped with fresh shallots, a slice of Beauvale cheese from Nottinghamshire's Cropwell Bishop Creamery and a touch of pine from the needles of local coniferous trees. Bains also created a forest-inspired ketchup made of seasonal Penny Bun mushrooms, as well as a smoked mayo with a hint of charcoal from Sherwood Forest's red oaks.
Only 500 burgers were made on the day, sold on a first come, first served basis.
In order to make this a campaign that had a wider impact than just one day, a video of Bains and Rosati was created and promoted across relevant channels to bring the story to life.
To drive online conversations and hype surrounding the campaign, Sauce Communications supported it by inviting key industry influencers to attend the day, which resulted in significant online impressions and buzz.
Unsurprisingly all 500 burgers sold out, but more importantly total online impressions for the day reached 700,000, through a combined social media following of 95,000. The campaign also received significant press coverage.