Sauce-Proof Yourself.

Finding a shareable way to announce a Summer LTO.

🤕Challenge

Shake Shack wanted people talking about its LTO Summer BBQ Menu, a lineup of burgers, fries, and chicken sandwiches, all smothered in BBQ sauce.

🧐Insight

Saucy is delicious, but it also makes a notorious mess. In a world where every fast-food chain is chasing useless, fashionable merch, people needed a way to protect their existing fashion from sauce.

🥳Solution

We introduced Sauce-Proof Wear, a line of disposable (yet fashionable) shirts made from Shake Shack’s iconic tray liner paper, designed to let people dive into those delicious, saucy summer burgers without hesitation.

@shakeshack
Sometimes a napkin just isn’t enough. The Sauce-Proof Collection has dropped! #fyp #ShakeShack #runwayfashion
♬ original sound – SHAKE SHACK