We used change
to inspire change!

After a years of focusing on product-focused communications and conversion, store traffic at SmashBurgers was on the decline in 2024. They wanted a campaign to create social buzz, generate earned media and increased foot traffic (via new customers and frequency).

We’re all trying to save money, but when it comes down to cents, it just makes sense to trade up for a better bite of food. Pocket change is the difference between the All-American Smashburger and Quarter-Pounder.

For an extra 2 minutes & pocket change, buying an All American Smashburger over the fast food options is a no-brainer. We targeted key SmashBurger markets around the country with a guerilla marketing campaign that dropped custom interactive installation made of coins in front of the competitors locations. Drawing crowds and media attention to each location, consumers were encouraged to take coins from the installations to a nearby Smashburger location and upgrade their choice to an All American Smashburger!