• by Steve McClellan  @mp_mcclellan, July 31, 2019

The Habit Restaurants has selected Innocean USA as its first Agency of Record to handle creative and media for the burger restaurant chain. 

Innocean will assist The Habit in further refining the brand voice and creative positioning. In part the effort will focus on communications and digital strategies to connect with The Habit’s new and existing customers. 

The chain spent just over $300,000 on measured media in 2018 according to Kantar Media. 

Separately The Habit has added the new position of vice president of digital marketing and has hired Brandon LaChance for the role. LaChance brings extensive restaurant industry experience to the role having held leadership roles in marketing at the Carl’s Jr./Hardee’s and Burger King. Most recently, he served as senior vp of digital at Edelman and prior to that held positions at agencies including Saatchi & Saatchi, Publicis and DDB.

LaChance will lead marketing communications strategy including media and creative as well as oversee the company’s digital customer experience. 

The Habit, established 50 years ago, now has over 260 restaurants in 12 states throughout Arizona, California, Florida, Idaho, Maryland, Nevada, New Jersey, North Carolina, Pennsylvania, Utah, Virginia, and Washington, and six international locations.