Taste tests can be pretty boring.  But Tombras has given the idea an absurdly fun shake-up. To celebrate the return of Shake Shack’s fan-favourite Black Truffle menu, Tombras installed The Black Truffle Window, a two-day activation that invited New Yorkers to bring just about anything to get “truffled.”

The pop-up was inspired by Florence’s historic wine windows, giving the Italian tradition a distinctly New York. Visitors simply rang a bell, presented their food at the window and watched as it received a generous helping of Shake Shack’s signature Black Truffle Sauce, made with real truffle oil imported from Umbria, Italy. 

The in Nilita, October 23 to 24, drew hundreds of curious and hungry New Yorkers, who showed up with everything from pizza and sushi to ice cream, and even a three-foot sub. The experience also generated a reported 764.6 million media impressions, extending the activation’s reach far beyond the streets of NYC.

“If there’s one thing we learned, it’s that you should never dare New Yorkers to truffle anything they want,” added Ryan Contillo, group creative director at Tombras.

“Only in New York will someone wait 45 minutes in line for a trendy bagel, then immediately hand it over to a mysterious Shake Shack window to have it covered in Black Truffle Sauce. We love that about them,” added Aaron Fisher, group creative director at Tombras.