Smashburger Challenges Burger Foodies to Not Settle For Ordinary

Smashburger has partnered with creative and media agency Partners + Napier on a new evolution of the “Smashed It” campaign, inspiring burger foodies to never settle in life and to “Smash It” in everything they do. 

“There are a lot of burger joints out there, and the reality is that most of them leave us feeling full but not satisfied,” said Scott Johnson, regional head of marketing, Jollibee Food Corporation North America, Smashburger. “At Smashburger, we’re making better burgers without compromise so people don’t have to settle for something ordinary, and you can taste it in every bite.”

Smashburger’s newest creative includes digital video, radio, and out-of-home advertising, calling out relatable moments in life when the path to least resistance may not be the best, such as wearing pajama pants to the grocery store. While humorous, the work delivers a powerful message about rejecting mediocrity and enjoying life to the fullest.

“We’ve all gotten into those ruts where we accept things as they are rather than going after what we deserve, and Smashburger is empowering people to choose something better,“ said Rob Kottkamp, Chief Creative Officer at Partners + Napier. “You feel better when you get dressed in the morning. Shark week is great, but a whole month would be awesome. And that burger you’ve been craving should be handcrafted with quality ingredients so that it’s actually delicious.”