Ivy Company, Inc.
Shake Shack × Den Chef Collaboration Tasting Event
- 業種：
- 活動期間：
- November 2025
Shake Shack, the NY-based hamburger restaurant that has been in charge of PR since its first landing in Japan in November 2015, celebrated its 10th anniversary in Japan with a “Chef Collaboration” with Chef Zaiyu Hasegawa of the Japanese restaurant “Den,” which has two stars in the Michelin Guide Tokyo, for two days only, November 15 and November 16. A set of four items, including the “Den Shack (10th Anniv.)” burger, which uses Japanese ingredients such as eel, Japanese pepper, and Nara pickles, was sold. To coincide with the chef collaboration, a press tasting event was held, inviting 30 members of 24 media outlets. On the day of the launch, a line formed, and all 500 limited meals were sold out in two days, contributing to a great response.
背景
● Acquisition of High-Quality Exposure to Enhance Brand Image
Given the collaboration with "Den," there was a need to attract and gain exposure in luxury media and foodies, who have few opportunities for exposure. In addition to introducing the product, there were also expectations for exposure of the brand's thoughts at the 10th-anniversary milestone.
施策
アイデア
● Creating Communication Opportunities Between Representatives and Media
At the tasting event, a talk session was held for the first 30 minutes. The public relations representative spoke about the brand's thoughts on its 10th anniversary, and Chef Zaiyu Hasegawa explained the product, creating a venue to communicate what the brand wanted to convey. In addition, by providing time for communication with the media, including the chef, during the tasting, more specific information could be conveyed, leading to the acquisition of high-quality exposure.
成果
● Significantly Contributed to Selling Out 500 Limited Meals
In addition to gaining exposure from media invited to the tasting event, we were also able to obtain advance notice articles on a release basis, maximizing exposure. In addition, the content of the talk session on the day was reflected in the articles, realizing the acquisition of high-quality exposure, and on the day of the collaboration menu launch, a line formed in front of the store, greatly contributing to the sell-out of 500 limited meals.
