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Smashburger to make small screen debut

June 4, 2013

Smashburger has 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. Click here to watch it.

While the nearly 6-year-old Smashburger has always taken a bold approach to marketing, launching the new TV spot will allow it 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 and its passion for making premium burgers that are smashed fresh, served delicious every day, said Jeremy Morgan, senior vice president of marketing for Smashburger.

Smashburger's first television campaign includes a 30-second spot, created to showcase what differentiates Smashburger from other burger restaurants — its unique smashing technique that perfectly sears each burger to create a juicy Smashburger full of flavor in every bite, Morgan said. 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 mouthwatering dream sequence. The Smashburger spot will air in seven markets across the United States 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," Morgan said. "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."

The new television spot will debut on select cable and broadcast stations in Denver, Dallas and Tyler, Texas; Salt Lake City, St. Louis, Sacramento, Calif.; and Springfield Ill.

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