By The Denver Egotist / /
Smashburger has a new agency, as of February of this year: Rochester’s Partners + Napier. They’re out with some new work that encourages you to have a better burger after you surmount life’s daily struggles.
“The word ‘smash’ elicits emotion. It’s fun, active and energetic — but it’s in no way frivolous,” said Rob Kottkamp, chief creative officer at Partners + Napier. “The namesake technique is responsible for locking in better flavor, and we’re using it to show that there is nothing more satisfying than a smash.”
That namesake he refers to is the technique of Smashburger founder Dr. Tom Ryan Ph.D. — a PhD in flavor and fragrance — who used his knowledge to create “a burger unlike any other” by using a specialized process of cooking them on a flattop grill at a high heat. Yum.