Smashburger Names mono Creative AOR

By Erik Oster 


Fast casual “better burger” chain Smashbuger has appointed Minneapolis-based mono as its creative agency of record following a review.

According to an anonymous source, other finalists in the review (which originally consisted of twelve agencies) included independent shops Grenadier of Boulder, Creature of Seattle and RTO+P of Philadelphia. Smashburger launched the review in search of an agency “to put greater emphasis on its brand story” and ultimately chose mono “for their all-in approach that combined strategic insights with their ability to translate those insights into outstanding creative.”

In a statement, Smashburger CMO Josh Kern said:

“We are always pushing ourselves and our agencies to deliver world-class creative with appeal that engages our customers and drives business growth. The team at mono clearly demonstrated a passion for the Smashburger brand as well as the ability to help us tell the story of the brand as the new way to eat a burger.”

A new national campaign from mono will roll out over the next several months, with print, radio, out-of-home and experiential expected to launch by the end of the month. Smashburger currently has over 310 locations in 34 states and seven international countries.