As the name implies, the burgers at Smashburger are smashed on a hot grill. It's a technique for locking in the flavor and it was a key differentiator for the brand. To educate consumers, we created the Smashburger Burger Smasher character and let him tell the story through radio, print, social and POS. Then we built a digital kitchen and let people challenge the Burger Smasher.