2024 has been the year of the meal deal, as every traditional QSR tried to figure out a way to keep customers happy despite higher prices. But one burger chain is fighting the perception of higher prices with an experiential campaign that took a direct jab at competitors.
Smashburger, the chain that started the grilled smash burger craze, wanted to point out to consumers that their burgers, made by hand with higher quality meat, no freezers and fresh veggies, which are typically considered a higher end QSR experience, are, on average, only 60 cents more than their fast food competitors. The brand tapped agencies X&O and The Bait Shop in order to drive the message home, launching the "Change Your Burger" guerilla marketing effort last month.
In New York City, Houston and Denver, the agencies collaborated on burger sculptures, made out of coins, which were placed in front of the brand's competitors, but also close enough to Smashburger should the customer be swayed to change their burger choice.
Brett Banker, co-founder at X&O, told Marketing Daily, "We were shocked when we did the homework -- but yes, it's roughly less than a dollar difference between the All-American Smashburger and a (McDonald's) Quarter Pounder with Cheese. This became the foundation for the brief: For just pocket change, you can get a much better burger at Smashburger.
"By placing 'change' on the doorsteps of our competition, we could immediately redirect and change their mind to trade up for a better one, one made with Certified Angus beef, fresh vegetables, smashed by hand, family-owned farms, no microwaves, no walk-in freezers."
The 3D builds, mobile billboards and floor installations, were also promoted via social media, using local area foodie as well as financial industry influencers. "We approached influencers from a few perspectives: one, local influencers in the markets that knew the food scene and two, financial influencers who could credibly, and playfully, poke at the differences between them," added Banker. The result was over 1 million consumer views via TikTok and Instagram.
On why the brand decided to go with 3D installations, Banker said, "We wanted something physically engaging and attention-grabbing, and ultimately the idea was intended to take a playful jab at our competitors, turning the 3D object into a symbol of superiority and 'change.'" The 3D objects give "customers a visual reminder that they don't have to settle. For a little pocket change, they can elevate their burger experience by visiting Smashburger."
X&O also recently relaunched the Smashburger logo and corporate ID materials, reflected in new signage and color schemes. "It's a new day for Smashburger. Having just deployed a new visual identity in their restaurants, one that is bolder, confident and inspired by the irreverence of the music scene, they are bringing some new swagger and disruption to the category," said Banker.