Partners + Napier’s Smashes Everyday Goals in First Campaign for Smashburger

By Erik Oster 

After being named creative and media agency of record for Smashburger last month, Project Worldwide integrated agency Partners + Napier today launched its first campaign for the burger chain.

The lighthearted “Smashed It!” takes a look at everyday scenarios while positioning Smashburger’s Double Classic Smash as the perfect reward. One 30-second ad takes a look at what must be shortest period to ever be described as “intermittent fasting” before introducing the new tagline, “Every bite a better burger.”Another spot celebrates a work-from-home workaround at the nail salon.

According to a press release, the new tagline is designed to highlight the quality of the chain’s ingredients. While the ads might not quite smash the humorous tone they’re aiming for, as fans of alliteration we can’t help but appreciate the phrasing of the tagline and the approach leaves plenty of room for better iterations in the future. The campaign is running across online video, digital display, social media, paid search, radio and out-of-home and designed to drive repeat purchase and brand loyalty.

“Smashburger sources occasions from both the Fast Casual and QSR burger segments, and we have an opportunity to uniquely differentiate against brands in both categories by highlighting our unmatched commitment to flavor,” Smahburger vp, head of marketing Scott Johnson said in a statement. “With this campaign, we’re bringing new energy and personality to our brand to connect with both current and new customers in a whole new way.”


“The word ‘smash’ elicits emotion. It’s fun, active and energetic—but it’s in no way frivolous,” added Partners + Napier CCO Rob Kottkamp. “The namesake technique is responsible for locking in better flavor, and we’re using it to show that there is nothing more satisfying than a smash.”

Rob Kottkamp, Chief Creative Officer
Scott Allen, Creative Director
PJ Galgay, Associate Creative Director, Writer
Rob Warchol, Senior Art Director
Max Brow, Senior Art DIrector
JP Smith, Senior Production Artist
Matt Spaul, Director / Editor
Parker Bement, Cinematographer
Matt Ebent, 3D and Motion Graphics
Geoff Harris, Marketing Technologist
Shane Morris, Creative Technologist
Melissa Smith, Project Manager
Jeff Zielinski, Production Supervisor
Nikki Howze, Agency Producer
Julia Benson, Senior Account Executive
Lisa Fetkenhour, Account Director
Jordan Murphy, VP/Group Media Director
Matt Nespoli, Director of Media
Erica Erksine, Digital Media Manager