Traveling to and from the airport can be super stressful. Flight delays and cancellations can make it worse. Confidant helped Shake Shack create a special moment and spread a little joy by rewriting and recording a holiday classic and by gifting travelers with free fries if their flight was delayed or canceled. The campaign, which included an a cappella group, branded “Fry Attendant” uniforms, onsite signage and more drove a swell of feature press coverage spanning consumer, business, travel, entertainment, and broadcast media. Sometimes it’s the little things.