Smashburger, the rapidly expanding better-burger restaurant concept, unveiled its first television advertising campaign in collaboration with Denver-based Definite Productions, marking the production company’s first spot for a national restaurant brand. Launching the new TV spot will allow the nearly six-year-old Smashburger to extend its message to a broader consumer base and tell its story in a new, engaging way by visually capturing the brand’s personality.
Smashburger’s first television campaign includes a 30-second second spot, created to showcase what differentiates Smashburger from other burger restaurants: its smashing technique that sears each burger. The spot emphasizes the visual appeal and taste of the product through a storytelling approach that dramatizes Smashburger’s signature tagline: “Smashed Fresh. Served Delicious.” The burgers are depicted through a guest’s dream sequence. The Smashburger spot will air in seven markets across the U.S. this summer.
“Since opening our first restaurant in 2007, we set out to become the most innovative better burger restaurant concept in the industry by taking the path less traveled, so pushing the envelope to differentiate ourselves from leading restaurant brands has always been in our DNA,” says Jeremy Morgan, senior vice president of marketing for Smashburger. “Up until this point, we have had success telling our brand story through social media, local marketing, word of mouth, and radio programs, so we’re excited to add TV advertising to the mix and give our guests a true visual of what our premium, smashed fresh burgers are all about.”
Definite Productions’ storytelling approach to marketing was particularly appealing to Smashburger. The creative agency has also produced campaigns for clients such as Frito-Lay, Proctor & Gamble, Kia, and Vitamin Water, among others. Additionally, its work was selected as one of the top five Doritos commercials in the nation leading up to the Super Bowl in 2012.
“As longtime SmashFans and entrepreneurs, we admire Smashburger not only for its amazing food and service experience, but for its innovative spirit that has led to the brand’s success in the restaurant industry,” says Nate Watkin and Brad Scott, directors and cofounders of Definite Productions. “We’re excited and privileged for the chance to contribute to Smashburger’s marketing evolution by injecting a new sense of creativity and emotion into its first television spot.”
“We are excited to have the opportunity to be the first restaurant brand to partner with Definite,” Morgan says. “Smashburger is changing the way people think about and eat burgers, so we could not be more pleased with the creativity that Nate and Brad brought to the table.”
The new television spot will debut on select cable and broadcast stations in Smashburger’s home market of Denver, in addition to spots in Dallas; Salt Lake City; St. Louis; Sacramento, California; Springfield, Illinois; and Tyler, Texas.