- To build ongoing buzz surrounding the first Shake Shack to open in Boulder, Prim developed an influencer and media relations strategy that generated brand awareness, opening news and product education from local press and tastemakers
- Prim maintained current relationships and established new partnerships with influencers to generate content and tap into the wide variety of audiences for Shake Shack. From hosting individual experiences for lifestyle influencers to arranging group experiences with food media, Prim arranged for over 60 influencers and members of the press to experience Shake Shack firsthand.
- The planning process for the visits included accommodating complicated social distancing occupancy guidelines during the COVID-19 pandemic, communicating dietary restrictions to management and coordinating socially distanced seating arrangements for each guest.
- To ensure comprehensive coverage, media outreach beyond the opening included updates on the Colorado menu items, seasonal tie-ins and sourcing of ingredients. Ongoing restaurant tours and interviews provided media and influencers with a first-hand brand experience.