If You Bring It, We’ll Truffle It

Shake Shack and Tombras Tell New Yorkers: “If You Bring It, We’ll Truffle It”

Inspired by Florence’s historic wine windows, the two-day activation invited New Yorkers to bring their favorite foods for an unexpected truffle upgrade.

To celebrate the return of Shake Shack’s fan-favorite Black Truffle menu, creative agency Tombras brought a taste of Italy to the streets of New York City with The Black Truffle Window, a two-day activation that invited New Yorkers to bring just about anything to get “truffled.”

Inspired by Florence’s historic wine windows, the pop-up put a distinctly New York twist on the Italian tradition. Visitors simply rang a bell, presented their food at the window and watched as it received a generous helping of Shake Shack's signature Black Truffle Sauce, made with real truffle oil imported from Umbria, Italy. 

Held October 23-24 in Nolita, the activation drew hundreds of curious and hungry New Yorkers who showed up with everything from pizza and sushi to ice cream, and even a three-foot sub. The experience also generated a reported 764.6 million media impressions, extending the activation's reach far beyond the streets of NYC.

“If there’s one thing we learned, it’s that you should never dare New Yorkers to truffle anything they want,” added Ryan Contillo, Group Creative Director at Tombras.

The Black Truffle Window supported the return of Shake Shack's limited-time Black Truffle menu, featuring the Black Truffle Burger, Black Truffle Mushroom Burger, Black Truffle Shack Stack and Black Truffle Parmesan Fries.

“Only in New York will someone wait 45 minutes in line for a trendy bagel, then immediately hand it over to a mysterious Shake Shack window to have it covered in Black Truffle Sauce. We love that about them,” said Aaron Fisher, Group Creative Director at Tombras.