• by Teresa Buyikian , March 29, 2024

Many QSRs and fast-casual chains have familiar, long-standing mascots: Ronald, Wendy, Jack and The King jump to mind. But most stick around beyond the first spot.

Fast casual The Habit Burger Grill has launched a campaign for its signature Charburgers, which are prepared by cooking over briquettes on an open flame.

The company’s agency, Barrett Hofherr, was charged with “increasing brand fame on a large scale, while also effectively communicating what sets The Habit apart as a leader in the ‘better burger’ category,” according to a release.

The resulting campaign introduces the tagline “Better By Char,” and mascot Charlie, a charcoal briquette. But it won’t be wise for viewers to get too attached to Charlie.

The work broke this week with CTV ads, seen here, featuring Charlie, the cute, anthropomorphic briquette. He walks into The Habit, eyes full of excitement and wonder. Smiling customers and employees watch as Charlie climbs up The Habit’s hot grill. He then proceeds to throw himself into the grill fire, in what looks like a sacrifice for The Habit’s grilled burgers. As Charlie disappears into the grill’s flaming depths, a voiceover explains, “At The Habit, we go to great lengths to make really great burgers.”

“With this campaign, we are eager to show the world why our Charburgers taste better,” says Ken Chan, head of digital and storytelling at The Habit Burger Grill, in a release. “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.”

The creative will run throughout the year. The video executions, in :45, :30, :15 and :06 edits, will target customers such channels as Disney, NBCU and Peacock, as well as on social channels such as TikTok, Meta and Instagram and in-theater programming. Additional static ads will run on various social media sites.

It remains to be seen if Charlie will rise from the depths of The Habit’s grill for future executions.