Small indy agency, Opinionated, has been on a bit of a win streak lately. Even though literally no one heard of them a few years ago they have been behind some surprisingly good accounts. They’re the AOR for Panda Express for one, and have done notable work for Dick’s Sporting Goods and Adidas. The entire agency review took around 5 weeks which is actually fairly quick all things considered. But like most of these cuckfests the search began with 10 shops and narrowed to three finalists. Joan (how the hell did they get in the final round?!) and Havas New York were the two other finalists in the pitch, according to multiple sources.
Preacher, which launched Shake Shack’s “Worth It” campaign, was invited but declined graciously to pitch. There’s definitely some kind of backstory for that, Snitchers if you have the real story why Preacher declined let us know in the comments.
In July, the burger chain posted better-than-expected second-quarter profit and revenue; however, its shares fell significantly as investors weighed modest 1.8% same-store sales growth and ongoing cost pressures, among other things (maybe jacking their prices up didn’t help).
Shake Shack expects to debut Opinionated’s initial creative work in test markets later this year before expanding nationally in 2026. Early efforts will lean on product innovation and local market awareness with comedy mixed in. Let’s see if they actually do something good and funny — I for one am really sick of the safe and boring food ads these days.
Beyond creative, Shake Shack works with PMG as its media agency, Confidant on consumer PR, and ICR on business and earnings communications.
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