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.
Agency: Barrett Hofherr
Chief Creative Officer: Jamie Barrett
Executive Creative Director: Todd Eisner
Senior Copywriter: John Vasiliades
Art Director(S): Michael Simon
Copywriter(S): Liam Berg
Head Of Production: Conor Duignan
Senior Producer: Marianne Lawlor
Head Of Accounts: Robert Woods
Account Supervisor: Corinne Santoro
Business Affairs Manager: Tricia Kresneski
Production Company & City: Smuggler, Los Angeles
Director: Benji Weinstein
Executive Producer (Production Co): Drew Santaseiro
Line Producer: Jason Manz
Director Of Photography: Brian Lannin
Editorial Company & City: Cut + Run, Los Angeles
Editor: Frank Effron
Assistant Editor: Chance St George
Music Company & City: New Math
Music Producer: Scott Cymbala
Composer: Jared Hunter
Sound Design Company & City: M Squared
Sound Designer: Mark Pitchford
Animation Company & City: Untold Studios, London, Uk
Creative Director: Adam Droy
Colorist: Julian Alary
Color Assist: Malin Imerslund
Vfx Producer: George Reid
Vfx Artist: Alice Pott, Eric So, Alex Grey, Chandrashekhar Ramprasad, Irina Alzuru, Kristin Kaas Lutsberg, Mohammed Mouzi, Ria Banerjee, Shadab Kazi, Somesh Tiwari, Swati Barnwal, Vinay Sharma.
Cg Lead: Pritesh Kotian
Vfx Supervisor(S): Alex Grey, Eric So
Comp Supervisor: Cyrille Gohier
Shoot Supervisor: Martin Karlsson
Executive Producer: Lauren Oldfield
