Smashburger: Belief is in the Bite

Once known as the cool new burger joint on the block, Smashburger’s messaging became disjointed, inconsistent, and in need of a rebrand. They wanted to focus on taste, so we keyed in on an ownable truth: you can’t fake good flavor. We then rebuilt their messaging around the idea of belief. Because once you taste it, you can’t help but believe in it.

Role: Concept, Co-Lead Copywriter

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Creative Team: Dave Cook, Jeff Martin, Ben Rindels, Justin Levin, Peter Halvorson, Hunter Pilarski