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Smashburger Celebrates Burger Foodies Who "Smashed It!" In Everyday Moments of Greatness

Creative 210 Add to collection

New integrated brand campaign makes major brand differentiator synonymous with satisfaction

Smashburger Celebrates Burger Foodies Who "Smashed It!" In Everyday Moments of Greatness

Smashburger, a leading fast casual better burger concept with nearly 300 locations, is partnering with agency of record Partners + Napier to launch an integrated brand campaign that drives burger foodies to think of Smashburger when cravings hit. Smashburger worked with Partners + Napier for all creative and strategic media planning for the “Smashed It!” campaign, launching nationwide today.

“Smashed It!” reaches burger foodies through online video, digital display, social media, paid search, radio and out-of-home advertising to break through daily routines, incentivize visits to Smashburger, satisfy the desire to share craveable experiences and then remind burger foodies of that satisfying burger experience—driving repeat purchase and brand loyalty.

Smashburger’s new tagline, “Every bite a better burger,” was inspired by the high quality ingredients, culinary technique and meticulous care put into every Smashburger product, from its 100 percent certified angus beef burgers that are seasoned and smashed on a hot grill to seal in juiciness, to its hand-tossed Rosemary drizzled fries, to its hand-spun Haagen-Dazs milkshakes and everything in between.

“Smashburger sources occasions from both the Fast Casual and QSR burger segments, and we have an opportunity to uniquely differentiate against brands in both categories by highlighting our unmatched commitment to flavor,” said Scott Johnson, VP, Head of Marketing at Smashburger. “With this campaign, we’re bringing new energy and personality to our brand to connect with both current and new customers in a whole new way.”

Smashburger’s new campaign invites burger foodies who have “Smashed It!” in their everyday accomplishments to celebrate with their favorite Smashburger sandwich. Partners + Napier’s creative work features burger foodies in relatable moments such as making it through 42 mins of intermittent fasting or convincing their coworkers that they actually did work from home.

“The word ‘smash’ elicits emotion. It’s fun, active and energetic—but it’s in no way frivolous,” said Rob Kottkamp, Chief Creative Officer of Partners + Napier. “The namesake technique is responsible for locking in better flavor, and we’re using it to show that there is nothing more satisfying than a smash.”

About Smashburger®

Smashburger® is a leading fast casual better burger restaurant known for its fresh, never frozen, Certified Angus Beef® burgers that are smashed on the grill to sear in the juices and seal in the flavor. In addition to burgers, Smashburger® offers grilled or crispy chicken sandwiches, turkey and black bean burgers, fresh salads, signature side items such as Brussels sprouts and SmashFries®, and hand-spun shakes made with Häagen-Dazs® ice cream. Smashburger® began in 2007 in Denver, Colorado. There are currently 299 corporate and franchise restaurants operating in 36 states and eight countries. To learn more, visit

About Partners + Napier

Partners + Napier is an integrated creative agency best known for amplifying brands through category-defying creativity. The agency is ranked among the top 20 Most Effective Agencies in North America by Effie Worldwide (2018, 2019) and a Top 3 Agency in healthcare. Partners + Napier specializes in food and beverage, health and wellness, technology, and travel, proudly serving clients like Smashburger, Constellation Brands, Corelle Brands, Highmark Health, Delta Vacations, and Xerox. The agency is a part of Project Worldwide, an independent global network of wholly owned agencies. Please visit for more information. 

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Advertiser: Smashburger


Agency: Partners + Napier

Chief Creative Officer: Rob Kottkamp

Creative Director: Scott Allen

Associate Creative Director, Writer: PJ Galgay

Senior Art Director: Rob Warchol

Senior Art DIrector: Max Brow

Senior Production Artist: JP Smith

Director / Editor: Matt Spaul

Cinematographer: Parker Bement

3D and Motion Graphics: Matt Ebent

Marketing Technologist: Geoff Harris

Creative Technologist: Shane Morris

Project Manager: Melissa Smith

Production Supervisor: Jeff Zielinski

Agency Producer: Nikki Howze

Senior Account Executive: Julia Benson

Account Director: Lisa Fetkenhour

VP/Group Media Director: Jordan Murphy

Director of Media: Matt Nespoli

Digital Media Manager: Erica Erksine

Genres: Comedy

Categories: Food, Restaurant

Partners + Napier, Mon, 02 Mar 2020 16:13:46 GMT