Shake Shack HK and ONLY Beverages share 'something good' with new campaign

In celebration of its fifth anniversary, Shake Shack Hong Kong is teaming up with ONLY Beverages to launch a campaign for its new Boozy Fifty/Fifty canned beverage.

ONLY Beverages is a Hong Kong startup that is known for its zero-sugar and ready-to-drink canned ONLY Vodka Soda.

The exclusive partnership aligns with Shake Shack’s mission to “Stand for Something Good”, which includes working with local partners that share the same passion for quality and premium ingredients.

Available from 24 August until 31 August, the product will be rolled out on Shake Shack’s mobile ordering platform. During this period, guests who purchase four cans of Boozy Fifty/Fifty on Shake Shack’s Mobile Ordering Platform will receive exclusive summer gifts when picking up their order.

The Boozy Fifty/Fifty will also be launched citywide across all Hong Kong Shake Shack stores on 1 September. 

In terms of mediums of promotion, the brand has leveraged social media including official channels and KOL engagement as well as PR activity to generate editorial coverage. This is done in partnership with PR agency PLUG.

Flora Maand Jonathan Der, founders of ONLY Beverages, said, “This collaboration holds a special place in our hearts, as we have been fans of Shake Shack for over a decade.”

“We remember our excitement when Shake Shack opened its first location in Hong Kong, and never imagined that one day we would have the opportunity to create something special with a brand we love so much. The Boozy Fifty/Fifty reflects our shared passion for exceptional taste and innovation, and we can't wait for everyone in Hong Kong to enjoy this unique blend of flavours and join us in celebrating Shake Shack's incredible journey,” they said.

Related articles:
Shake Shack HK revamps ifc store with spirit of community
Gut feel and data is what makes Shake Shack so successful, says marketer