---
title: "Smols ⋆ FameUp"
description: "Industry: Fast-Casual Dining / Quick Service Restaurant (QSR)Campaign type: ConsiderationContent type: TikTok videos"
url: https://fameup.com/en/smols/
lang: en
updated: 2026-10-12T17:47:43+00:00
---

![Smols](https://fameup.com/media/content/case_study/smols/wp-16075.jpg)

Case study

# Smols

Consideration

October 9, 2025

Industry

Fast-Casual Dining / Quick Service Restaurant (QSR)

Campaign type

Consideration

Content type

TikTok videos

- 18Total number of influencers involved
- 783KTotal community dimension
- 356KTotal views
- 261KReach (unique views)
- 14.9KCommunity engagement
- 3.8×ROI

## 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.

[Video](https://media.fameup.com/video/bunny/fc6fd231-ae35-45e3-802c-d9cb624adf67.mp4)

[Video](https://media.fameup.com/video/bunny/aa6f4709-c418-44cd-a628-2fb96edc39af.mp4)

[Video](https://media.fameup.com/video/bunny/42e3252f-253e-4a66-a2c2-b1cc31a38568.mp4)

[Video](https://media.fameup.com/video/bunny/34d842f4-0809-4225-a23f-97c9d5bec73b.mp4)

[Video](https://media.fameup.com/video/bunny/4e4d23fd-aae8-4b2d-be0f-36f6ee635417.mp4)

[Video](https://media.fameup.com/video/bunny/44aac51c-48ae-4d4c-bf0b-d0aaa73f21b4.mp4)

[Video](https://media.fameup.com/video/bunny/2ab2cbb8-fe06-4ef1-9591-34a10ddfcb63.mp4)

[Video](https://media.fameup.com/video/bunny/847317d7-d389-4680-ba48-db716f2a40c4.mp4)

[Video](https://media.fameup.com/video/bunny/c156bd89-c8f6-4626-94d3-9572001950dd.mp4)

[Video](https://media.fameup.com/video/bunny/49886880-6a6c-482d-86da-f0545324fc84.mp4)

[Video](https://media.fameup.com/video/bunny/bd5059c9-c183-4910-91b0-007de1a9ee32.mp4)