Our new Pride Shake was made with strawberry + blackberry frozen custard, topped with a mango and passion fruit blend, whipped cream and rainbow glitter.
We served up the Pride Shake in our new dedicated Pride cup, featuring an updated Pride-themed burger icon.
As our campaign was based upon the tenets of being inclusive and diverse, it was important to update our burger icon and campaign colour palette to be consistent with the 2018 redesign of the Pride Flag.
The updated colour palette has the original rainbow + included the important addition of black and brown to represent people of colour, as well as light pink and light blue to represent the Trans pride flag.
Our campaign theme this year was UNSHAKEABLE.
The world has changed, and over the years, so has Pride. A global pandemic and a transformative movement for racial justice and inclusivity have shifted how we value each other and think about Pride 2021 in even more purposeful ways.
Throughout the development of our Pride campaign, and throughout any social impact campaign, our team approaches with intention, setting out to lift up the community on both sides of the camera.
We collaborated with queer artists, employees, nonprofit partners, freelancers + more from concepting all the way through to execution. This is a philosophy we strive to always embody at Shake Shack and take pride in getting better every year.
For our 2021 Pride campaign, we are excited to showcase photography by Jessie YuChen (she/they) and illustrations by Chi Nwosu (they/them).
Why Colours Youth Network
Colours Youth Network is a non-profit that uplifts, empowers and supports young black and people of colour who are lesbian, gay, bisexual, trans, queer, intersex (QTIBPOC) aged 16-25, to explore and celebrate who they are through meaningful connections to other young people and a team of experienced QTIBPOC youth workers.
We’re proud to support their work with our limited-edition Pride Shake by donating £1 from every Pride Shake sale to the Colours Youth Network.
Why Pride CYMRU
Pride Cymru is a volunteer-led charity that works to promote the elimination of discrimination be it on the grounds of sexual orientation, gender, race, religion or ability.
They are committed to campaigning for equality and acceptance of diversity within our communities. They recognise and celebrate the contributions made by LGBT+ people in society and are continuing to create opportunities for LGBT+ people around Wales to connect and support each other.
We’re proud to support their work with our limited-edition Pride Shake by donating £1 from every Pride Shake sale to Pride CYMRU.