Partners in Crime Named Creative Agency of Record for Smashburger

Partners in Crime (PiC) today announced it has been named AOR by the better-burger fast-casual restaurant Smashburger, following a review. PiC will focus on research and strategy, brand campaign development, overall awareness, and tactical sales work for the fast-growing brand. 

Founded in 2015 by Stephen Goldblatt, who previously held chief creative and chief digital roles at agencies such as West, MullenLowe, and Goodby, Silverstein & Partners - PiC is a ‘creative syndicate’ that curates a network of industry-leading talent to collaborate on an as-needed basis. Since its launch, PiC has attracted brands seeking a more flexible agency model, including Github, Shutterfly, Indeed, and Bank of the West.

“AORs are few and far between these days, given the project-based world we all live in. So, for us to win a long-term relationship with a fast-growing business like Smashburger speaks volumes about the efficacy of our model. We couldn’t be more excited about this relationship and where it will lead,” said Stephen.

Headquartered in Denver, CO - Smashburger has 245 corporate and franchise restaurants operating in 34 states and seven countries and is owned by Jollibee Foods Corporation. The company is known for its burgers that are smashed on the grill to sear in the juices and seal in the flavour. In addition to burgers, Smashburger offers a wide menu range from crispy chicken sandwiches to fresh salads, Brussels sprouts, wings, hand-spun shakes, and more. The restaurant brand has set the culinary standard to deliver premium, top-quality menu items to its guests. 

“We’re thrilled to be partnering with Partners in Crime. It was their high-calibre talent - from strategy to creative - that sold us,” said Emily Romme, senior brand manager at Smashburger. “As Smashburger continues to evolve and grow, we need a partner who can flex alongside us.”

New work will begin to roll out this year, with larger brand work coming in 2024.