SHACK ADAPTS TO COVID-19
OVERVIEW
Jasper White’s Summer Shack has a very strong brand presence in New England, with a flagship location in Cambridge, the Back Bay location, a full-service restaurant at Mohegan Sun, and an Express restaurant at Mohegan Sun. The shack team is incredible at what they do, providing the freshest New England seafood year-round, with tourists and locals alike flocking to get a taste of the famous Pan Roast Lobster, Oysters, and of course the classic lobster roll. However, Summer Shack has always been the type of place where dining in has been the norm. Until this March, the Shack had not done too much exploring in the world of takeout & delivery.
In a make or break situation, the Shack team banded together to put forth an incredible takeout & delivery system. I was lucky enough to help them spread the word, leading the campaign on social & digital.
STRATEGY
Built and developed new website with Bentobox to implement online ordering system for takeout & in-house delivery, ensuring there were trackable call-to-actions to drive revenue through social media
Launched a series of Instagram & Facebook ads to spread the word & incentivize sales
Worked with management team to push promotions.& creative takeout options; cocktail kits, “Tough Times Surf & Turf”, BOGO lobsters, Mother’s Day Clambakes
Reached out to influencer network to push offerings and collaborate on posts & giveaways
Focused on the launch of Summer Shack Sushi at Cambridge location as a top takeout option in the area
RESULTS
Generated upwards of $225k via online ordering from March-May, with Instagram & Facebook ad campaigns landing us 429 clicks.
Increased impressions by 11.4% and engagements by 21.8% from March-May.
Hosted hard-hitting internal social media giveaways, resulting in +440 Instagram followers gained in April.
Collaborated with Phantom Gourmet on Facebook Live; reached an audience of over 70k with video engagements up to 6,271.
