Driving Engagement: How We Brought Shake Shack to Seven Iconic Destinations Across Ontario

To support Shake Shack’s Canadian expansion, EFP led the brand’s first-ever Shack Truck Tour — a seven-week, seven-stop journey across Ontario. The tour kicked off with a block party on Ossington Avenue in downtown Toronto, followed by a grand opening celebration at Square One. From there, the Shack Truck hit the road to Muskoka’s cottage country, Sauble Beach’s shoreline, Prince Edward County’s lakeside, and the Friday Harbour marina, before wrapping up with a final splash at the Toronto Beaches.

From curating iconic destinations to designing and fabricating the mobile activation, marketing the tour, and executing each stop seamlessly, this program became a standout moment for Shake Shack’s launch in Canada — building brand awareness, driving social buzz, and surpassing revenue targets at every location.

Location Sourcing & Management 
Sourced and secured seven unique locations, both public spaces and private venues, to bring the Shack Truck experience to life. Negotiated favourable agreements and navigated complex permitting processes across multiple townships to ensure smooth execution. 

Design & Build
Designed and fabricated all branded elements of the Shack Truck Tour — including the visual identity, multiple hero photo moments, dining area and furniture, and merchandise — to deliver a cohesive and authentic Shake Shack experience. 

Marketing 
Created unique location flyers, teaser videos, dedicated Facebook events, influencer outreach, and on-site content capture. Managed all Meta advertising and social boosting specific to the Shack Truck Tour, effectively driving 5X digital reach and over 12m total impressions.  

Multi-location Execution
EFP managed all logistics and operations — transporting the modular activation to each destination, overseeing on-site setup and teardown, and leading event execution through a team of trained brand ambassadors and in-house staff.