Unknown in the UK, Smashburger wanted to be positioned as a leading 'fast casual better burger' restaurant in a quick period of time. With no secured restaurants opened and at a time when numerous US chains were making the move to the UK – Spider needed to make the brand stand out and be seen as a serious contender.
Spider devised a corporate profiling campaign, generating interest in the brand, its unique “smashing” technique and highlighting its success to date and more importantly its future aims for the UK market.
Using a joint interview approach, with a US and UK spokesperson, Spider conducted a media tour – enabling direct media communication of the Smashburger business concept. The campaign went live simultaneously with the US communications plan.
The campaign secured vast national and broadcast coverage. We also gained consumer interest pre-opening and led discussions around the rise of the 'fast casual' restaurant.