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Smashburger: Smashed It by Partners + Napier

Date: Mar 2020
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Smashburger, a leading fast casual better burger concept with 299 locations, has partnered with agency of record Partners + Napier to launch an integrated brand campaign that drives burger foodies to think of Smashburger when cravings hit. Smashburger worked with Partners + Napier for all creative and strategic media planning for the 'Smashed It!' campaign, launching nationwide today.

The campaign reaches burger foodies through online video, digital display, social media, paid search, radio and out-of-home advertising to break through daily routines.

Smashburger’s new tagline, “Every bite a better burger,” was inspired by the quality ingredients, culinary technique and care put into every Smashburger product.

Smashburger’s new campaign invites burger foodies who have “Smashed It!” in their everyday accomplishments to celebrate with their favorite Smashburger sandwich. Partners + Napier’s creative work features burger foodies in relatable moments such as making it through 42 minutes of intermittent fasting or convincing their coworkers that they actually did work from home, even at the salon.


Rob Kottkamp, Chief Creative Officer

Scott Allen, Creative DIrector

PJ Galgay, Associate Creative Director, Writer

Rob Warchol, Senior Art Director

Max Brown, 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