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Shake Shack’s French Fry Body Pillow Gives New Meaning to the Phrase ‘Comfort Food’
— Better Homes & Gardens
01 — Project details
To celebrate National French Fry Day, Bearaby brought Shake Shack's iconic Crinkle Cut fries to life with the Crinkle Cut Cuddler: a fry-shaped edition of Bearaby's ultra-huggable Cuddler body pillow.
02 — Creative process
As lead strategist and copywriter for this campaign, I leaned into the unexpected, playful nature of the partnership, while ensuring all messaging was supported by cohesive, brand-aligned storytelling and product education.
The simple, delightful idea of pairing comfort food with comfort bedding resonated from initial ideation and pitching through to PR positioning and execution of all assets.
