GREENWOOD VILLAGE, Colo. – Burgers now do their thing with action, according to Red Robin Gourmet Burgers and Brews. The premium burger chain has launched a new brand campaign that explores the action and humor that abounds in what the company calls “burger culture.”

The new campaign is called “Let’s Burger” and will feature a 30-second launch video and a 15-second spot dedicated to Red Robin’s Tavern menu. Red Robin also is partnering with The Onion, a digital media and news satire company, to launch its new website called The Onion Ring, which Red Robin described as a “hilarious take on the American burger culture.” The new campaign includes branded social content that will appear on Facebook, Instagram, Twitter and YouTube. Snapchat Geofilters also will be available at all Red Robin locations nationwide.

“As the Gourmet Burger Authority, we are immersed in burger culture every day and we offer our guests a craveable menu featuring more than 24 burger variations,” Jonathan Muhtar, senior vice president and CMO at Red Robin, said in a statement. “We are excited to debut our ‘Let’s Burger’ campaign and elevate Red Robin further as the Gourmet Burger Authority. The Red Robin experience goes far beyond the burger itself. It’s about inviting people to let go, lean in, and take their time enjoying the things that make Red Robin unique.”