Everyone deserves to feel welcome, especially when they’re going out to get a comfort food fix. That’s why on the heels of the 2019 chicken wars—which incited gunplay, a lawsuit, car wrecks and general mayhem—SMASHBURGER is communicating that they welcome all people, no matter who you are, where you live and who you love. On Sunday, January 12, SMASHBURGER hosted its single-day #comfort4all promotion, offering guests a free Crispy Chicken Smash with the purchase of a Crispy Chicken Smash.

SMASHBURGER partnered with Partners + Napier to create the #comfort4all campaign that includes 30-second and 15-second video activated on social media.

Partners + Napier CCO Rob Kottkamp says: “There’s a lot of hype around crispy chicken sandwiches right now, but no one seems to be talking about the lack of inclusivity within the category. There is no place for hate in a warm and cosy fried chicken embrace, and SMASHBURGER is saying that loud and clear with the hashtag #comfort4all.”