Shake Shack Leans Into Social Media for Tax Day With Brian Baumgartner

Earlier this week was the tax day deadline and brands used this day to not only have a marketing moment, but to also have consumers save money for a limited time. 

Shake Shack is collaborating with finance influencer Brian Baumgartner for a limited-time promotion. Customers can receive a complimentary single Black Truffle Burger, Black Truffle ‘Shroom, or Black Truffle Parmesan Fries with a purchase of $10.40 or more by using the code TRUFFLETAX at checkout. This offer is valid until April 20.

Amanda Tedesco, Shake Shack’s Director of Social Media, explained that the campaign is designed to offer guests a more indulgent treat during a typically stressful time of year. The goal, she noted, is to ensure that devoted Black Truffle fans have a chance to enjoy their favorites before the limited-time menu ends, while also engaging them with fun and entertaining social content. Especially at a time when the Truffle trend is still here.

“We know that our Black Truffle Menu is a fan-favorite and taxes can be confusing and complicated, so we thought why not offer the most delicious refund of the season? No confusing forms, no complicated filings, just a great deal on our Black Truffle Menu before it leaves the menu,” said Tedesco. “We’re all about meeting our guests [in the moment] and tax season is no exception.”

Tedesco highlighted the brand’s dedication to engaging with cultural moments and connecting with guests in fresh, meaningful ways, whether they’re craving a burger or just finishing their tax filings. With its campaign, Shake Shack went with a comedic approach by leveraging Brian Baumgartner rather than going on a formal tone. The financial agreement between the parties was not disclosed.

“We had a lot of fun brainstorming a lighthearted approach to Tax season,” she said. “We were excited by the idea of finding the perfect spokesperson to bring this to life across our channels, and Brian Baumgartner was the perfect fit. As our official ‘Numbers Guy’, we were able to nod to his iconic character and position our Truffle Menu as the best refund out there.” 

Shake Shack shared the campaign across all of its primary channels, with a strategic focus on Instagram and TikTok. The team recognized that the hero video featuring Brian would resonate strongly with those audiences, leading to a collaborative post with him on Instagram. The video has performed well so far, earning over 110,000 organic views across both platforms. However, the standout moment has been the comments section, where fans praised the choice of spokesperson and referenced quotes from Brian’s character which adds an extra layer of engagement that built on the original script.

Shake Shack is not the only food brand that is leveraging tax day for its marketing mix. Burger King is selling its Whopper for one cent up until April 20, and Krispy Kreme offered consumers who purchased any dozen doughnuts in shop and receive a second Original Glazed dozen for just the prices of sales tax in their stat

This campaign follows the brand’s March Madness initiative, aiming to create a multi-channel experience that allows consumers to engage with the action in select locations. It also included its partnership with St. John’s Sports Properties to collaborate with the St. John’s University men’s basketball team, previously reported on AdBuzzDaily.

Shake Shack has experienced growth on Instagram so far this year. According to the social media analytical platform Metricool, engagement has increased by 20%, while likes have risen by 55%. The brand’s follower count grew by 0.63%. Notably, their top post, titled “Your First Burger of 2025,” achieved an engagement rate of 0.74%, as the brand always aims to stay relevant with its audience.