How Shake Shack is Engaging Fans with the Westminster Dog Show Partnership

Shake Shack is doubling down on its partnership with the Westminster Kennel Club Dog Show to not only bring fans to the show, but to also go on another experimental campaign. 

In New York City’s Madison Square Park, Shake Shack has been serving guests and their dogs for over a decade. In addition to redemptions, this campaign aimed to build brand love, awareness, and engagement through a unique partnership. It identified the Westminster Dog Show as an opportunity to partner with a brand that few other restaurants and food brands have participated in, as well as to pay tribute to their dogs in the process.

To celebrate the top dogs competing for Best in Show, Shake Shack is offering free SmokeShacks during the week of the Westminster Kennel Club Dog Show. From May 10 through May 19, guests who placed a minimum order of $10 at any U.S. Shack received a free burger by using a promo code. 

In addition, Shake Shack was betting on another underdog to win this year and offering a second promo when it happens. If one of the 165 dog breeds that have never won Best in Show wins, Shack Shack offered free Hot Dogs with any purchase on May 15.

Mike McGarry, VP of Brand Marketing at Shake Shack, emphasized the importance of dogs to the brand, stating that since the first location at Madison Square Park, dogs have always been part of the Shake Shack family. Dog-related content consistently garners significant engagement across social platforms. The brand’s dog-friendly policy, including a dedicated dog menu, reinforces their commitment to inclusivity and community-building, which resonates strongly with their audience and enhances customer loyalty.

“Collaborating with dog-loving organizations like the Westminster Kennel Club allows us to jump in on moments our guests are already celebrating,” he said. “We also know Shake Shack’s audience loves dogs, so partnering was yet another way to show them our love.”

For guests in New York, Shake Shack hosted a Yappy Hour event at the Madison Square Park Shack on Friday, May 10 from 3-5pm with special guest Buddy Holly, the 2023 Best in Show winner. Shake Shack offered tickets to the Westminster Kennel Club Dog Show, and all proceeds raised during the dog-friendly event will be donated to Westminster’s Breed Rescue Initiative. The financial agreement between the parties was not disclosed.

Shake Shack’s strategy involved sharing the news across various channels, including their blog, social media, email, and more. They collaborated with the Westminster Dog Show on a joint social post and press release, and hosted a Yappy Hour event at their Meatpacking location, featuring special guests and treats for dogs. To emphasize their love of dogs, Shake Shack highlighted their dog menu, which includes the Poochini dessert and a bag of bones, ensuring that canine companions never feel left out.

Shake Shack’s Westminster campaign is a continuation of the brand’s experimental campaign to break the mold of breaking into culture rather than plastering its logo everywhere in order to get its name out there. A few of Shake Shack’s most recent campaigns have been focused on The Oscars, and Korean culture during Valentine’s Day to engage its audience beyond traditional methods.

“We love tapping into cultural moments in unexpected ways and as a dog-friendly brand, partnering with the biggest competition in the dog kingdom would be a fun and engaging win,” said McGarry.