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Smashburger’s: Limitless Bayless
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After months of collaboration, Smashburger is rolling out a spicy new menu item: the Chorizo Cheeseburger by Chef Rick Bayless. The introduction is being supported by new digital and point-of-sale ads under the "Smashed It" campaign umbrella that break the week of Nov. 29. The work was created by Smashburger's agency of record Partners + Napier. The spot opens with tantalizing shots of the Chorizo Cheeseburger being held by the celebrated chef himself. One spot asks the question: “Could anything be more amazing than Chef Rick Bayless showing off Smashburger’s new Chorizo Cheeseburger?” The answer is revealed when the camera pans back to show a highly flexible Bayless, an avid yoga practitioner, doing a full-on split on his prep table. Bayless has long been known for his contemporary take on authentic Mexican cuisine, starting with two highly popular restaurants he opened in Chicago in the 1980s. His fame spread when he clinched the title on Bravo’s “Top Chef Masters” in 2009. He has since earned multiple Daytime Emmy Nominations for Best Culinary Host on his highly rated Public Television series: “Mexico–One Plate at a Time.” Along the way, he has also authored nine cookbooks, and opened seven restaurants, the most recent being a fast-casual eatery called Tortazo in New York and Chicago. Bayless has plans to take Tortazo nationwide with the backing of Jollibee Foods Corp., which owns a majority stake in Smashburger.
Creative Supervisor: Rob Warchol |
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