Smash Kitchen came to us ahead of their exclusive Walmart Launch. A bold new entrant in a rather bland space—Smash’s organic line was taking on the condiment aisle. Breaking into a category dominated by heritage brands meant they’d need to stand out - and fast. The team needed a campaign that could introduce the brand, build emotional resonance, and establish instant trust.

Smash had a secret ingredient. The brand’s co-founder was none other than America’s sweetheart: actor, Texas native, self-proclaimed “Meat Man” and genuinely nice guy, Glen Powell.