With a strong business growth plan for 2015, Smashburger wanted to find a new creative agency to put greater emphasis on its brand story – particularly how the burgers are smashed to lock in the flavors and their use of premium, fresh ingredients. After an extensive search that started with 12 agencies and was narrowed down to 4, mono was chosen for their all-in approach that combined strategic insights with their ability to translate those insights into outstanding creative.
“We are always pushing ourselves and our agencies to deliver world-class creative with appeal that engages our customers and drives business growth,” says Josh Kern, Chief Marketing Officer at Smashburger. “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.”
Known for working with clients interested in breaking through category conventions, mono has a deep expertise in a broad set of industries and specializes in design, experiential and integrated branding.
“We’re thrilled to join forces with Smashburger, an exciting brand with both a solid understanding of who they are and also huge ambitions to increase brand awareness and engagement,” said Jim Scott, co-founder and managing partner at mono. “At mono, we are always eager to team up with brands looking to accelerate growth and disrupt their category in new ways, which is why we feel this is a perfect match. It’s our goal to utilize simple and powerful ideas to catapult the brand to new heights.”
“This is an exciting time at Smashburger as we continue to grow in the United States and expand internationally,” said Kern. “We are excited to work with mono to help us continue that growth by turning our brand story into impactful creative that will resonate with current Smashfans, as well as new customers.”
Over the next few months, mono is expected to launch a national creative campaign that will fuel Smashburger brand love and cravings across the U.S.
Smashburger is a leading fast casual “better burger” restaurant known for its fresh never frozen, 100% Certified Angus Beef® burgers that are smashed on the grill to sear in the juices, creating an upscale quality burger packed with flavor and served at a great value. In addition to burgers, Smashburger offers grilled or crispy chicken sandwiches, fresh salads, signature side items such as Haystack onions and Veggie Frites, and hand-spun Haagen-Dazs shakes. On each market menu, Smashburger offers locally inspired items like the regional burger, as well as regional sides & local craft beer. The company began in 2007 with the vision of Rick Schaden and funding by Consumer Capital Partners—the private equity firm that Rick and his father Richard own. Smashburger now operates more than 310 corporate and franchise restaurants in 34 states and seven international countries. To learn more, visit www.smashburger.com
Michael Hart, Chris Lange, and Jim Scott formed mono in 2004 with the belief that simpler is better. Based in Minneapolis, mono is an award-winning creative agency focused on leveraging the power of simplicity to drive true innovation. Clients include: Target, Apple, Propel, Sperry, Honeywell, Blu Dot, Advance Auto Parts, Lucy, MSNBC, Harvard Business School, USA Network. www.mono-1.com