Smashburger’s delicious, smashed-to-order burgers have made them one of America’s fastest-growing companies, with more than 300 locations nationwide. We were thrilled when Smashburger asked us to help them create energy and bring optimism to the handcrafted burger category—to show how good a great-tasting burger can make people feel. But how? Building on the momentum of our already-in-market OOH campaign, we developed a rallying cry urging people around the world to indulge in those things that bring them joy—not only at the dinner table, but everywhere else, too: Choose happy. To introduce that new brand to the world, we put Smashburger in people’s hands, put those people in front of the camera, and watched what happened. Their impromptu reactions were rife with personality and emotion, and we assembled the best of them into Smashburger’s first :30 lifestyle TV spot. The resulting slice-of-life spot builds brand awareness by answering the question, “How does Smashburger make you feel?” Spoiler alert: “Happy” is the answer.
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