BIZ DEV: Mono Cooks Up Smashburger Account

Following a 12-agency review, fast-casual burger chain Smashburger has selected Minneapolis-based creative agency mono as its new Agency of Record. The incumbent agency Vladimir Jones did not participate in the review.

Smashburger says the MDC-owned agency 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.”

Over the next few months, mono will roll out a national creative campaign that will, "fuel Smashburger brand love and cravings across the U.S.," the companies said. Creative work will follow from the national campaign which will include print, radio, out-of-home and experiential initiatives. In all, the concept will particularly focus on "how the burgers are smashed to lock in the flavors and their use of premium, fresh ingredients." 



Smashburger, which operates more than 310 corporate and franchise restaurants in 34 states and seven international countries, says this agency switch is designed to complement its "strong business growth" planned for 2015.

The privately-held company is also spending more to raise its profile. Last year, the chain spent $3.8 million on advertising, double its $1.8 million budget in 2013, according to Kantar Media.

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