In 2021, Shake Shack continued its Massachusetts expansion with three new restaurants and partnered with Wave Collective to lead the grand opening for their Assembly Row, Burlington Mall, and Encore Boston Harbor locations. Wave conducted traditional media relations (including press release drafting & distribution), influencer relations, and community relations.

Additionally, one month prior to the Boston Marathon in October 2021, Shake Shack extended their partnership with Wave to lead the public relations and influencer outreach for Shack Shack’s special Marathon Mocha Shake, which supported the fundraising efforts of Dana-Farber’s Boston Marathon Challenge team. In tandem, Wave conceptualized and produced an influencer event at the Shake Shack location near the Boston Marathon finish line, inviting influencers to taste and highlight the special shake, enjoy the Shake Shack food, and create motivational signs for runners.