The Drum Awards Festival - Extended Deadline

-d -h -min -sec

Creative Works Brand Strategy US Ad of the Day

US Ad of the Day: Smashburger soothes singles with S’mac & Cheese body pillows


By Audrey Kemp, LA Reporter

February 17, 2023 | 4 min read

Smashburger says: what better way to enjoy a mac and cheese burger than inside a macaroni-shaped body pillow?

woman hugging a macaroni shaped pillow

Smashburger’s body pillow puts the “comfort” in comfort food / Credit: Smashburger

What’s soft, pillowy and warm? Smashburger’s new S’Mac and Cheese burger (and body pillow).

Singles still feeling the sting of solitude after Valentine’s Day can comfort themselves at the fast-casual chain, which today unveiled a decadent new comfort food: the limited-edition S’Mac & Cheese burger. According to a video spot released by the brand, the recipe is inspired by mac and cheese masters: grandmothers.

They can also cuddle up to a Smashburger macaroni-shaped body pillow, available for a limited time. For a chance to win the body pillow, consumers must follow Smashburger on Instagram, comment on the pillow post, tag three mac & cheese lovers in the comments and utilize the hashtag #Smashfan within their comments.

It’s the latest snuggle-friendly macaroni noodle released by brands as of late. On Monday, Kraft placed a huggable macaroni billboard in Philly after the Eagles lost Super Bowl LVII.

Powered by AI

Explore frequently asked questions

For the time being, Smashburger is allowing customers to add S’mac & Cheese to any existing burger or sandwich, such as the newly returned Scorchin’ Chicken Sandwich, pictured below. What’s more: the brand is giving customers who order online or through the Smashburger app with code “SMAC50“ 50% off their S’mac & Cheeseburgers until March 6.

mac and cheese burger

“As a leader in the fast-casual space, Smashburger is proud to be at the forefront of taste innovation – constantly pushing the boundaries of flavor with quality ingredients to create delectable new menu items,” Carl Bachmann, president at Smashburger, said in a statement. “For this dish, we’re using our proprietary smashing technique to smash the mac and cheese on the grill to create a crispy and flavorful baked cheese layer before adding it to the burger. It’s something we’ve never seen done before and know our guests will love it as much as we do.”

The body pillow was designed by content creator Caroline Juen while agency Partners + Napier produced the YouTube spot.


Agency: Partners + Napier

Pillow designer: Caroline Juen

Interested in creative campaigns? Check out our Ad of the Day section and sign up for our Ads of the Week newsletter so you don’t miss a story.

Creative Works Brand Strategy US Ad of the Day

More from Creative Works

View all


Industry insights

View all
Add your own content +