Barrett Hofherr Kicks Off The Habit Burger Grill Campaign with Ads Featuring Heroic Charlie the Briquette
28 Marzo 2024 - 5:30AM
Full-service creative agency Barrett Hofherr has created its first
work as AOR for the Yum! Brand’s burger chain The Habit Burger
Grill, a beloved California-born fast-casual brand known for its
chargrilled burgers.
The challenge presented to Barrett Hofherr by The Habit Burger
Grill is clear: there exist two distinct groups in the world –
those who already love the brand and those who have yet to discover
it. The objective is to increase brand fame on a large scale, while
also effectively communicating what sets The Habit apart as a
leader in the "better burger" category. And what makes The Habit’s
burger better? It’s char, of course.
The Habit's iconic Charburger is meticulously prepared by
cooking it to order over briquettes on an open flame. This method
locks in juices and infuses a distinctive smoky flavor, making it
the preferred choice for burger fans.
The campaign, which breaks March 27, will reveal a new tagline
(“Better By Char”), a new mascot (Charlie), and a new and memorable
direction for The Habit.
The creative will run throughout the year. Video and static ads
on the West Coast will target consumers on CTV (Disney and
NBCU/Peacock), social media (TikTok, Meta/Instagram), and cinemas.
Executions include a 45-second ad with a 30 and 15-second edit and
four :06s. The static ads will run on social.
“Chargrilling takes more effort, but it’s also what makes a
Charburger so delicious,” says Todd Eisner, Executive Creative
Director for Barrett Hofherr. “So, what better way to celebrate
that than by showing a briquette make the ultimate sacrifice to
make the ultimate burger?”
An animated anthropomorphic briquette shows up at The Habit and
all eyes are upon him in the 30-second spot. As stirring music
plays, heads turn and eyes stare in awe of the little guy, who
marches toward the grill to fulfill his destiny. When he takes the
plunge, he is instantly consumed by flames, and when the camera
pans back down a burger patty has taken his place. “At The Habit,
we go to great lengths to make really great burgers,” a voiceover
explains.
“With this campaign, we are eager to show the world why our
Charburgers taste better,” says Ken Chan, Head of Digital &
Storytelling at The Habit Burger Grill. “Charlie may be an
adorable, animated briquette, but he embodies the passion and
commitment to quality that is at the heart of everything we
do.”
Barrett Hofherr won The Habit account through a pitch in October
2023.
About The HabitBorn in sunny Southern
California in 1969, The Habit Burger Grill is known for Charburgers
cooked-to-order over an open flame. But the menu extends far beyond
burgers – it's a celebration of Californian-inspired flavors.
Alongside the brand's signature Charburgers is a meaningful array
of handcrafted sandwiches, crisp salads, and creamy shakes,
ensuring there's something for everyone. The Habit Burger Grill has
earned notable recognition, being featured in Newsweek’s “America’s
Favorite Restaurant Chains 2023” and praised for its Tempura Green
Beans, named as the top green bean dish in The Daily Meal’s
“Ranking Green Bean Dishes From 11 Chain Restaurants” in 2023.
Additionally, it was listed in Thrillist’s roundup of “Underrated
Burger Chains that Need to be in Every State!” The Habit Burger
Grill has since grown to over 370 restaurants across 14 states and
internationally – and continues to grow, serving delicious meals
that capture the essence of California feel-good food. Learn more
at www.habitburger.com.
Sources: Newsweek, Daily Meal, Thrillist
The Habit Burger Grill Press
Contact:HBGMedia@yum.com
About Barrett HofherrBarrett Hofherr, founded
in 2013, is a full-service creative advertising agency - aka The
Biggest Small Agency in the World™. They combine the experience and
capabilities of big agencies with the efficiency and responsiveness
of a smaller shop. Client partners include eBay, Activision,
DoorDash, Chime, The Habit Burger Grill, Lennar Homes, Sutter
Health, DXL Big and Tall, and more. For information, visit
www.barretthofherr.com
Credits CLIENT NAME: THE HABIT BURGER GRILL
CAMPAIGN TITLE: BETTER BY CHARTRT: :45, :30, :15, :06AGENCY:
BARRETT HOFHERR
CHIEF CREATIVE OFFICER: JAMIE BARRETTEXECUTIVE CREATIVE
DIRECTOR: TODD EISNERSENIOR COPYWRITER: JOHN VASILIADESART
DIRECTOR(s): MICHAEL SIMONCOPYWRITER(s): LIAM BERGHEAD OF
PRODUCTION: CONOR DUIGNANSENIOR PRODUCER: MARIANNE LAWLORHEAD OF
ACCOUNTS: ROBERT WOODSACCOUNT SUPERVISOR: CORINNE SANTOROBUSINESS
AFFAIRS MANAGER: TRICIA KRESNESKIPRODUCTION COMPANY & CITY:
SMUGGLER, LOS ANGELESDIRECTOR: BENJI WEINSTEINEXECUTIVE PRODUCER
(PRODUCTION CO): DREW SANTASEIROLINE PRODUCER: JASON MANZDIRECTOR
OF PHOTOGRAPHY: BRIAN LANNINEDITORIAL COMPANY & CITY: CUT +
RUN, LOS ANGELESEDITOR: FRANK EFFRONASSISTANT EDITOR: CHANCE ST
GEORGEMUSIC COMPANY & CITY: NEW MATHMUSIC PRODUCER: SCOTT
CYMBALACOMPOSER: JARED HUNTER
SOUND DESIGN COMPANY & CITY: M SQUAREDSOUND
DESIGNER: MARK PITCHFORDANIMATION COMPANY & CITY: UNTOLD
STUDIOS, LONDON, UKCREATIVE DIRECTOR: ADAM DROYCOLORIST: JULIAN
ALARYVFX PRODUCER: GEORGE REIDCG LEAD: PRITESH KOTIANVFX
SUPERVISOR(s): ALEX GREY, CYRILLE GOHIER, ERIC SO
A photo accompanying this announcement is available at
https://www.globenewswire.com/NewsRoom/AttachmentNg/c1751d5f-97d3-459f-a9b2-27440ff1c584