Smols

About:

Smols is a fast-casual Romanian restaurant brand that reimagines traditional street food for the modern urban lifestyle. Specializing in reinvented classics like mici, burgers, and papanasi, Smols offers a unique blend of speed, flavor, and quality—all made with premium ingredients such as Black Angus beef and artisanal cheeses.

With a mission to bring local taste into the 21st century, Smols delivers bold, familiar flavors in a fresh and contemporary setting. Whether you’re grabbing a quick bite or indulging in a gourmet twist on your favorite Romanian comfort food, Smols proves that fast food can be both delicious and authentic.

Rooted in local culture and driven by innovation, Smols is setting a new standard for quick service dining in Romania.

Challenges:

Standing out in a dense F&B landscape: Promoting a burger brand among numerous competitors requires messaging that feels both fresh and deeply localConveying authenticity quickly: The campaign relies on short-form video to succinctly deliver story, taste, and heritage—while making each frame feel genuine and unscriptedDriving physical visits: Encouraging viewers to leave home and visit one of the Smols locations demands compelling, trust-worthy content that motivates action

Highlighting product uniqueness: Differentiating each burger as a reinterpretation of Romanian regional cuisine means the creator must weave ingredients and origins into the narrative credibly

Brand Objectives:

Build regional appeal: Showcase Smols as more than fast food—it’s Romania on a plate, through legends like the Transilvan, Muntenesc, or Moldovenesc burgerBoost foot traffic: Inspire viewers to visit Smols locations in major cities (Bucharest, Iași, etc.) and experience the burgers firsthandFoster brand credibility: Leverage authentic influencer tasting moments to build trust and affinity among local food loversEncourage user action: Drive bookings or visits with a clear, friendly CTA—“Incearcă gustul SMOLS!”—positioning the brand as a taste worth chasing.