Called Shack Camp, the at-home experience brings the joys and foods of summer camp right to fan’s doors. Families can purchase a Shack Camp box for $79 on the burger brand’s website, which comes supplied with six weeks worth of camp crafts and activity guides. In addition to materials for making lemonade stands, ice cream sundaes, and homemade crafts, the box includes up to $75 worth of branded gear and food offers for campers—the latter of which can be redeemed at Shake Shack restaurants. Using coupons to incentivize fans to visit its restaurants could help Shake Shack increase loyalty and sales, according to a Gartner report. Additionally, the brand’s curated camp boxes include activities that could appeal to consumers of all ages.
Though Shake Shack includes activity guides and instructions in each Shack Camp box, it’s also giving visual learners a helping hand by hosting online crafting demonstrations on its Instagram each week. Using the hashtag #ShackCamp, Shake Shack is posting walk-throughs of activities for fans—including those without a Shack Camp box—to take part in. The restaurant brand has also added a charitable element to its summer camp campaign by partnering with The Fresh Air Fund, a nonprofit in New York City that holds summer camps for underprivileged children in the area. As in-person summer camps have been canceled this year due to the Coronavirus pandemic, Shake Shack is giving a portion of proceeds from its Shack Camp boxes to the organization to help kids create their own summer camps at home. Together with its brand partners—OREO, Goldbelly, and Uber Eats—Shake Shack is donating an additional $75,000 to the charity.
Shake Shack’s cheerful campaign could keep children’s hunger for summer fun alive. By taking all the joys of summer camp and turning it into amusement for the whole family, the restaurant can engage with consumers of all ages and stay top of mind with those looking for safe and appealing ways to salvage the season during the pandemic.