Shake Shack rolled out a bold, twin-themed campaign to promote its new limited-time BBQ menu in the UAE, positioning the clash between two BBQ flavours as a summer showdown. The creative centres on the idea of ‘same family, different personalities’ – a narrative that runs across film, social, in-store and OOH activations.
The campaign introduces the Smoky BBQ Burger and the Sweet Carolina BBQ Burger – two creations from the same BBQ family but with distinctly different flavour profiles.
To capture this contrast, the campaign rolls out with a playful concept centred on twins – alike on the outside, completely different on the inside. The hero film, created by Amber Communications,
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