Smashburger Readies First TV Campaign

Fast-casual burger concept Smashburger has grown to more than $170 million in sales (according to Technomic) and inclusion among the 20 largest burger chains in little more than five years. Now it’s establishing a national marketing presence with its first TV advertising.

In the 30-second commercial (watch it here) created by Denver-based Definite Productions, a young man answers the “What’s a Smashburger?” question by explaining the chain’s smash-griddle cooking process to his girlfriend. The tagline is the “Smashed fresh. Served delicious” line incorporated into the chain’s logo earlier.

The commercial will air this summer on cable and broadcast stations in Smashburger’s Denver headquarters as well as in Dallas; Sacramento, Calif.; St. Louis; Salt Lake City; Springfield, Ill.; and Tyler, Texas.

“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,” Jeremy Morgan, Smashburger SVP-marketing said in a release announcing the commercial. “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.”

Smashburger has 208+ company and franchised restaurants in 29 states and four foreign countries.