Smashburger®️ Challenges Burger Foodies to Not Settle for Ordinary

Smashburger®️, a leading fast casual better burger restaurant, 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.”

For more on what makes Smashburger a better burger, or to find your nearest Smashburger location, visit https://smashburger.com.

Watch the Video

Agency Credits

• Chief Creative Officer: Rob Kottkamp
• Group Creative Director/Art Director: Dan O’Donnell
• Creative Director/Copywriter: Scott Allen
• Project Manager: Cate Fabens-Jones
• Editor: Matt Spaull
• Color/Post: ZERO VFX
• Sound Design: Steve Rall
• Executive Producer: Danene DiCicco
• Group Account Director: Lisa Fetkenhauer
• Account Supervisor: Christine Scott
• Associate Director, Strategy: Ken Walker
• Director: Matt Spaull

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. Smashburger®️ began in 2007 in Denver, Colorado. There are currently more than 340 corporate and franchise restaurants operating in 38 states and nine countries. To learn more, visit www.smashburger.com.

About Partners + Napier

Partners + Napier (partnersandnapier.com) is an integrated creative and media company that helps brands leave a mark on people, business, and culture. Ranked one of the Most Effective Agencies in North America by Effie Worldwide, the agency specializes in health and wellness, CPG food and beverage, restaurant, beverage alcohol, and B2B enterprise services spaces, proudly serving clients like Constellation Brands, MDLIVE, Corelle Brands, Highmark Health, Delta Vacations, Bausch + Lomb, Smashburger, and Xerox. The agency is a part of Project Worldwide, an independent global network of wholly owned agencies.