Shane’s Rib Shack

Scope of Work

Based in Atlanta, Shane’s Rib Shack has over 60 locations across the Southeast. While already an established brand, Shane’s Rib Shack wished to increase awareness and encourage trial.


Digital & Social Advertising
Video Production & Post-ProductionCollateral Development
Franchise Support
Customer Acquisition Strategy

Social Advertising

As the agency of record for Shane’s Rib Shack, Fridge was responsible for planning, managing, and executing social media activities for the company’s social channels. The team developed quarterly calendars focusing on key themes aligned with specific brand objectives, such as increasing frequency and promoting seasonal events like National BBQ Day. After receiving approval for the concepts, Fridge proceeded to create (video and design), edit and develop the content and social media copy. The content was then published and promoted to a specific target audience.


shane's chicken sandwich

Shane's Rib Shack Social Media Grid Image

Digital Advertising

Fridge launched a full-funnel awareness campaign for Shane’s Rib Shack to encourage new customer acquisition or trial. The campaign included online display, pre-roll video, social media, paid search and retargeting across all channels. Using previous campaign data and customer insights, Fridge created look-alike audiences that allowed us to deliver ads to people with similar habits and preferences as existing Shane’s Rib Shack customers. Additionally, Fridge established a 10-mile targeting radius around each location to ensure every unit received media spend.

During Shane’s franchise convention, the campaign results were announced, revealing that it generated over 13 million impressions and over 98,000 website visits. This represents a 30% increase in website traffic compared to the previous year. The campaign also led to a total of 3,988 online orders.

Shane's Rib Shack Online Ordering Image Grid
Increase in Web Traffic
Million Impressions
Online Orders
Addy Awards


Shane's Rib Shack Brisket LTO Image

Collateral Development

Limited Time Offers (LTOs) can be a highly effective strategy to create buzz around a particular menu item, attract more customers, enhance customer loyalty, and boost revenue during historically slower periods. Fridge was responsible for developing and promoting Shane’s Rib Shack’s Brisket LTO. The campaign collateral included in-store posters, table tents, social media graphics and digital display ads.

Shane's Rib Shack Smoked Brisket Campaign Collateral Image

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