Smashburger Puts the Spotlight on its Signature Smashing Technique in First Television Campaign

Company enlists Definite Productions of Denver for inaugural TV Advertising Spot

DENVER - June 4, 2013 - (BUSINESS WIRE) - Smashburger, the rapidly expanding better burger restaurant concept, today unveiled its first television advertising campaign in collaboration with Denver-based Definite Productions, marking the production company’s first spot for a national restaurant brand. While the nearly six year old Smashburger has always taken a bold approach to marketing, launching the new TV spot will allow Smashburger to extend its message to a broader consumer base and tell its story in a new, engaging way by visually capturing the brand’s personality and its passion for making premium burgers that are smashed fresh, served delicious every day.

“We are excited to have the opportunity to be the first restaurant brand to partner with Definite. Smashburger is changing the way people think about and eat burgers, so we could not be more pleased with the creativity that Nate and Brad brought to the table.”
Smashburger’s first television campaign includes a :30 second spot, created to showcase what differentiates Smashburger from other burger restaurants – its unique smashing technique that perfectly sears each burger to create a juicy Smashburger full of flavor in every bite. The spot emphasizes the visual appeal and taste of the product through a storytelling approach that dramatizes Smashburger’s signature tagline – “Smashed Fresh. Served Delicious.” The burgers are depicted through a guest’s mouthwatering dream sequence. The Smashburger spot will air in seven markets across the United States this summer.

“Since opening our first restaurant in 2007, we set out to become the most innovative better burger restaurant concept in the industry by taking the path less traveled, so pushing the envelope to differentiate ourselves from leading restaurant brands has always been in our DNA,” commented Jeremy Morgan, senior vice president of marketing for Smashburger. “Up until this point, we have had success telling our brand story through social media, local marketing, word of mouth and radio programs, so we’re excited to add TV advertising to the mix and give our guests a true visual of what our premium, smashed fresh burgers are all about.”

Definite Productions’ storytelling approach to marketing was particularly appealing to Smashburger. The creative agency has also produced campaigns for clients such as Frito-Lay, Proctor & Gamble, Kia, and Vitamin Water, among others. Additionally, its work was selected as one of the top five Doritos commercials in the nation leading up to the Super Bowl in 2012.

“As longtime SmashFans and entrepreneurs, we admire Smashburger not only for its amazing food and service experience, but for its innovative spirit that has led to the brand’s success in the restaurant industry,” said Nate Watkin and Brad Scott, directors and co-founders of Definite Productions. “We’re excited and privileged for the chance to contribute to Smashburger’s marketing evolution by injecting a new sense of creativity and emotion into its first television spot.”

Jeremy Morgan added: “We are excited to have the opportunity to be the first restaurant brand to partner with Definite. Smashburger is changing the way people think about and eat burgers, so we could not be more pleased with the creativity that Nate and Brad brought to the table.”

The new television spot will debut on select cable and broadcast stations in Smashburger’s home market of Denver, CO, in addition to spots in Dallas, TX; Salt Lake City, UT; St. Louis, MO; Sacramento, CA; Springfield, IL; and Tyler, TX.

About Smashburger

Smashburger is America’s fastest growing, fast casual “better burger” restaurant with more than 208 corporate and franchise restaurants operating in 29 states and in four international countries. The company began in 2007 with the vision of Rick Schaden and funding by Consumer Capital Partners—the private equity firm that he and his father Richard own. By offering fresh, premium “smashed to order” burgers, chicken sandwiches, salads, signature side items and hand-spun Häagen-Dazs shakes, Smashburger has modernized the way people think about burgers. Known for localizing its menu in every market with regionally inspired burgers and side items and offering local craft beers, Smashburger has received numerous awards including topping Fast Casual’s 2012 Top Mover & Shakers list, America’s Most Promising Company by Forbes magazine, INC. 500’s List of America’s Fastest Growing Companies, INC’s #9 Hire Power Award winner, and is regularly voted “best burger” in cities all around the world. To learn more, visit www.smashburger.com.

About Consumer Capital Partners

Consumer Capital Partners is an innovative investment and operating company, focused on starting up, operating and investing in consumer, franchising and lifestyle brands. Consumer Capital Partners also engages in modern channels of giving across a broad spectrum of contemporary causes. To learn more about CCP, please visit www.consumercp.com.

About Definite Productions

Definite is an award-winning film production company encompassing a team of talented directors, producers and editors. With a passion for live-action directing, the Definite team has worked with clients such as Frito-Lay, Proctor & Gamble, Kia and Vitamin Water. Built from the ground up to function in harmony with advertising agencies, musicians and corporations, Definite has the capacity and experience to manage a wide breadth of projects. Founded and located in Denver, Colorado with offices in Los Angeles, California. To learn more about Definite, please visit www.definite.tv.

Contact:

ICR
Kristina Jorge
646-277-1234
kjorge@icrinc.com

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